The Hindu culture has a tradition where women wear a ‘bindi’ on their foreheads as the symbol of well-being and goodness. A bindi is considered an important part of the make-up for auspicious events and traditional festivals.
According to the traditional belief, ethnic attire, especially on festive occasions, is incomplete without a bindi. A recent advertisement for Navratri by a South Indian clothing store has stirred controversy for featuring a saree-clad model without a bindi.
Nalli Silks, a popular clothing brand in southern states, faced severe backlash for coming up with an advertisement featuring a model without a bindi. The ad was released for the Navratri festival. The model in the commercial wore a silk saree from the brand, accompanied by jewellery. However, she lacked the bindi on her forehead.
'No Bindi No Business' Trend
The audiences noticed the missing bindi and it attracted trolling for the brand. Many disappointed users aired their sentiments online, with the hashtag, "No Bindi No Business” trending on microblogging platform X.
Shefali Vaidya, a blogger and a right-wing activist, also did not like the clothing brand's ad where the model was depicted without the bindi. "Sad to see even a brand like @NalliSilk falling for the grumpy, no-bindi, mourning look," she tweeted.
Sad to see even a brand like @NalliSilk falling for the grumpy, no-bindi, mourning look! #NoBindiNoBusiness https://t.co/XJzFCilfek
— Shefali Vaidya. 🇮🇳 (@ShefVaidya) October 18, 2023
Furthermore, one user even asked if the saree was meant for celebrations like Navratri or for mourning during a funeral and sarcastically asked, "Nice saree. But, wearing it to a funeral?"
Another user wrote, "Did not expect this from @NalliSilk. Where is Bindi? #NoBindiNoBusiness."
Nice saree. But wearing it to a funeral?!
— IndianAmericanHindu (@IndianAmericanH) October 19, 2023
Did not expect this from @NalliSilk.
Where is the Bindi? #NoBindiNoBusiness pic.twitter.com/NmydqXydF9— Kamal Vedā / कमल वेदा (@iKamalVeda) October 18, 2023
Also, an X user heavily criticised Nalli Silks and compared it with the celebrity clothing brand, Sabyasachi, and another fellow competitor, Palam Silks.
"@NalliSilk who died? Who
Several others wrote that they won’t use the products of Nalli Silks. A user wrote, "RIP @NalliSilk bye bye Nalli Silk. I'm not buying any item from your shop!!"
@NalliSilk who died? Who r these grumpy, glum women mourning?Whch segment of customers r u targeting?Hv u seen any Hindu woman celebrating Golu/Navratri/Diwali like dis?Sabyasachi bug bit u?Cr@zy🤦🏻♀️ Been ur customer for decades. @PalamSilks too. No more. #NoBindiNoBusiness https://t.co/zydpV7uoq9 pic.twitter.com/T69uMCL8xW
— Sukanya🇮🇳#SaveSoil (@RSUKANYA8) October 18, 2023
RIP @NalliSilk 🙏 bye bye Nalli Silk .!! I'm not buying any item from your shop!!
— Shashidhar R 🇮🇳 (@shashi_Luv) October 18, 2023
Nalli Silks is a leading clothing brand and it has saree stores across India and abroad. The Chennai-based clothing brand is known for its high-quality silk sarees.
(Edited by : Pihu Yadav)
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