Karwa Chauth advertisement portraying a same-sex pair elicits conflicting comments online

A commercial portraying a same-sex couple celebrating Karwa Chauth, when married women fast for a full day hoping for a long and healthy life for their husbands, has sparked varied emotions online. Following the outcry, the company canceled the Karwa Chauth ad and apologized “for unintentionally hurting people’s sentiments.”

The commercial, which debuted on October 22, shows two women preparing for their first Karwa Chauth while one applies bleach to the other’s face. They explore the meaning of the event and why they are fasting for their significant other as the conversation continues.

Only at the end of the video does it become clear that the two ladies had kept the fast for each other, as they see the moon and then turn to face their spouses — in this case, each other – peering through the traditional sieves, as is customary before breaking the fast.

The video ends with a rainbow-colored logo of the Dabur-owned cosmetics company Fem and the hashtag ‘Glow with Pride.’ The LGBTQIA+ social movement is symbolized by the rainbow flag. Since its release on the internet, the video has elicited a range of opinions in terms of its message. Some people have praised the brand’s move, while others have criticized it.

Fem's Karwachauth campaign has been withdrawn from all social media handles and we unconditionally apologise for unintentionally hurting people’s sentiments. pic.twitter.com/hDEfbvkm45

— Dabur India Ltd (@DaburIndia) October 25, 2021

Why would lesbian couple celebrate a 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.

Its a new featish among brands.

— Vikrant ~ विक्रांत (@vikrantkumar) October 23, 2021

https://twitter.com/akanna_42/status/1451776422398283778

https://twitter.com/johnnyswifee/status/1451825861355737094

Well done, Fem/Dabur!

A nice film for a traditional, often-criticized festival by an otherwise conservative brand. pic.twitter.com/gHBTca6jP8

— Abhishek Baxi (@baxiabhishek) October 22, 2021

Mixed feelings about this one – accepting non traditional relationships is good, but then promoting a misogynistic tradition and also spreading the "fair is beautiful" trope.

— The Shah of Blah 🌈 (@mrgnk) October 23, 2021

Well, the only thing I didn't like was that eagerness to get the glow…

— 𝓡𝓮𝓼𝓱𝓶𝓪 (@Chai_Coffee_etc) October 22, 2021

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