On the occasion of Karwa Chauth, while married ladies fast for a whole day praying for a long and healthy life for their husbands, a commercial showing a same-sex couple celebrating the festival has prompted combined reactions online mostly inclined towards negative.
The content of the commercial
Aired on October 22, the advertisement shows two ladies getting dressed up for their first Karwa Chauth as one applies bleach on the other’s face. As the advertisement continues, they speak about the importance of the Karwa festival and share the reason why they are doing the fast.
Towards the end of the clip, it is found out that the two women were fasting for each other as they spot the moon after which they face their partners – in this case, each other – searching through the ritualistic sieves, a custom observed in Karwa before breaking the fast.
‘Glow with Pride’
The clip concludes with a logo of the Dabur-owned beauty brand Fem depicted in rainbow colorings with the hashtag ‘Glow with Pride’. The rainbow flag is symbolic of the LGBTQIA+ social movement.
Mixed reaction of the netizens
After being shared online, the clip has been greeted with combined reactions over its message. While a few have supported the brand’s initiative, others are being critical about the commercial.
Well done, Fem/Dabur!— Abhishek Baxi (@baxiabhishek) October 22, 2021
A nice film for a traditional, often-criticized festival by an otherwise conservative brand. pic.twitter.com/gHBTca6jP8
“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,” wrote a user while commenting on the viral clip.
However, some also pointed out that fairness products are “inherently casteist and racist” and adding an “LGBTQI angle” won’t change that, while others called it conceptually flawed.