LGBT community slams Dabur for promoting lesbian Karwa Chauth

During the festive season, many companies promote their brands and names by innovative advertisements. The festival season is one of the most popular times of the year to sell the products and so they advertise the products to a larger targeted audience. The brand even launches new products specifically for these times. 

One of the similar attempts has backfired upon the brand Dabur as some content turns out to be sensitive to the audience.

Dabur recently advertised and promoted Karwa Chauth, celebrated with joy by lesbians. In the advertisement, two women who are shown as a couple are seen celebrating their first Karwa Chauth and are discussing their reasons for keeping the fast while indulging in face cleansing products. 

Then an elderly woman is seen giving the girls special festive clothes to wear on the occasion. Then the ad shows the two women following the rules and regulations of the Karwa Chauth and celebrating the festival. 

As per the advertisement, it was meant as an effort to promote same-sex relationships but it did not sit well with the LGBTQ community as they thought it would. The ad was slammed by many people of the LGBTQ community. 

The LGBTQ community criticized the brand Dabur for promoting a product which endorsed “colourism” and a “patriarchal tradition” and adding a LGBTQ angle won't add any pride.

Recently, FabIndia also received criticism for referring to Diwali as Jash-e-Riwaaz in their social media posts.