Fem’s Karwa Chauth ad on lesbian couple backfires

Hyderabad: Let it be the entertainment industry or the advertisement industry, content generators are trying hard to be inclusive of the LGBTQ community in recent times. Joining in, Dabur’s Fem launched a new advertisement ahead of Karwa Chauth on October 24.   The ad sees two women prepping up for the festival of fasting by bleaching […]

Hyderabad: Let it be the entertainment industry or the advertisement industry, content generators are trying hard to be inclusive of the LGBTQ community in recent times. Joining in, Dabur’s Fem launched a new advertisement ahead of Karwa Chauth on October 24.  

The ad sees two women prepping up for the festival of fasting by bleaching their face using Fem products and later dressing up in ethnic wear given to them by an older woman. 

They even discuss the reason behind their fasts – one woman says it is for her partner’s happiness, and the other reveals it is for her partner’s long life. Soon, there’s an unexpected twist in the tale. After looking at the moon through a sieve, they turn to look at each other’s faces and break their fast by drinking some water.  

Everything in the ad seems to be fine, except the fact that endorsing bleaching and fairness products is still a thing in India. Netizens wondered if our country’s obsession with fairness will ever be put to an end. Only a small section of social media users appreciated Dabur’s efforts to support the LGBTQ community. 

One Twitter user wrote, “Love is love but first you need to be fair-skinned – fem/dabur (sic).” “Why would lesbian couples celebrate an allegedly patriarchal ritual like #KarwaChauth? The conceptualisation of the ad itself is fundamentally flawed. It seems Dabur/Fem’s only objective was to get their share of stick and outrage. It’s a new fetish among brands (sic),” tweeted another person. “Fairness products are inherently casteist and racist. Adding an LGBTQI angle doesn’t change that,” lamented a Twitter user. 

The ad even hurt the religious sentiments of some people.

Watch it here: 

Check out some tweets by netizens:

What the f… is wrong with you guys? Plz stop your agenda/propaganda during our festivals..

Tumhare ghar par bhi aisa hi kuch hota hai kya @imohitburman ?#dabur #daburad #KarwaChauth pic.twitter.com/EsPe3qvHQW

— Harrie B (@imharshbawa) October 23, 2021

What the h€ll is wrong brands these days? Our culture, tradition or festivals are NOT for your experiments !

Don't k¡ll the meaning of #karvachauth!

Stop this mockery of Hindu festivals!

#Dabur #DaburAd #KarwaChauth
pic.twitter.com/pEW6ZyMoBP

— श्रद्धा | Shraddha 🇮🇳 (@immortalsoulin) October 23, 2021

These bigot brands are relentlessly after all Hindu traditions and practices. Hnestly now #dabur #KarvaChauth2021 #DaburAd?

Can they not simply promote products without bringing religious sentiments of commoners!#CEATtyre#SunoKohli#BoycottFabIndia #boycotttanishq#tatacliq https://t.co/U5bmdWWQc1

— Shivam 🇮🇳🇬🇧🇺🇸 (@Vishnugupt__) October 23, 2021

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