It started with a festive ad. Soft music. Smiling faces. A message of love, inclusion, or empowerment. And then outrage. Hashtags began trending. Boycott calls flooded timelines. Screenshots went viral. Within hours, what was meant to be a heartwarming campaign turned into a national debate.
In the age of social media, ads don’t just sell products anymore they spark cultural wars. One minute a brand is celebrating Holi differently, redefining a mangalsutra, or showing an interfaith celebration and the next minute, it’s accused of hurting sentiments, insulting traditions, or pushing an agenda. From comment sections turning into battlegrounds to legal notices being issued, controversy now travels faster than the campaign itself.
Because in India, festivals aren’t just festivals. Symbols aren’t just accessories. And storytelling isn’t just storytelling. When brands try to “think different” in a society deeply rooted in emotion and identity, the reaction can be explosive.
This listicle is a throwback to some of those ads that sparked outrage, trended for days, and forced brands into crisis mode. Whether they were misunderstood, misjudged, or simply ahead of their time.
Layer’r Shot
In 2022, perfume brand Layer’r Shot found itself at the center of one of the most explosive advertising controversies of the year. The brand released two TVCs built around a double meaning of the word “Shot”, the name of the product and a sexual innuendo. In the ads, a group of men are seen surrounding a visibly uncomfortable woman. Their suggestive conversation creates the impression that they are discussing her, only for the twist to reveal they were talking about the perfume.
What was intended as “edgy humor” quickly spiraled into public fury. Viewers argued that the setup trivialised sexual assault and normalised predatory behaviour. On social media, outrage was immediate and intense. Many users demanded accountability not just from the brand but also from the creative minds behind the campaign. Instead of appearing clever, the ad was widely seen as insensitive and deeply disturbing.
The backlash escalated beyond hashtags. The Advertising Standards Council of India (ASCI) invoked its rare “Suspended Pending Investigation” (SPI) procedure, effectively halting the campaign. ASCI cited Chapter II of its code, which prohibits content that is indecent, vulgar, or offensive especially in the depiction of women. Soon after, the Ministry of Information and Broadcasting directed platforms like YouTube and Twitter to remove the ads, stating they were damaging to how women are portrayed and potentially in violation of digital media ethics guidelines.
Facing mounting pressure, the brand issued an apology and withdrew the commercials. Layer’r Shot maintained that the ads were never meant to offend or insult women and claimed it had “voluntarily” informed media partners to stop airing them.
Fabindia
In October 2021, just ahead of Diwali, Fabindia launched a festive campaign titled “Jashn-e-Riwaaz.” The visuals were elegant models dressed in traditional ethnic wear, soft festive lighting, and a celebration of culture through fashion. But it wasn’t the clothes that caught attention. It was the name.
“Jashn-e-Riwaaz,” an Urdu phrase loosely translating to “celebration of traditions,” quickly became the center of controversy. Critics on social media argued that using an Urdu name for a Diwali-themed campaign was an unnecessary and inappropriate fusion. Many accused the brand of being culturally insensitive and of “Islamising” a Hindu festival. Within hours, hashtags calling for a boycott began trending, and what was meant to be a festive fashion drop turned into a polarising cultural debate.
Facing mounting backlash, Fabindia withdrew the campaign. The brand clarified that “Jashn-e-Riwaaz” was not the name of its Diwali collection, but a broader festive edit. It later promoted its Diwali line under the title “Jhilmil Si Diwali.” While the company did not issue a dramatic apology, the removal of the campaign signaled retreat in the face of public pressure.
Sabyasachi
In November 2021, luxury designer brand Sabyasachi found itself at the center of a cultural storm not for a bridal lehenga, but for a mangalsutra. The campaign featured a woman wearing a low-neck outfit, posing intimately with a man while adorned with the traditional mangalsutra. The aesthetic was bold, sensual, and unapologetically modern, a sharp departure from how the sacred symbol is usually portrayed in Indian advertising.
Almost instantly, social media erupted. Critics accused the brand of disrespecting Hindu traditions and sexualising a sacred marital symbol. Several political leaders and MPs publicly condemned the campaign, calling it inappropriate and offensive. What Sabyasachi might have intended as a progressive reinterpretation of tradition was seen by many as crossing a cultural line.
Amid the backlash, the brand pulled down the campaign. In an Instagram statement, Sabyasachi expressed “great sadness” that the ad had offended a section of society. The brand clarified that the mangalsutra campaign aimed to discuss inclusivity and empowerment, presenting tradition and culture as part of a “lively discourse.” However, acknowledging the controversy, it chose to halt the promotion.
Zomato
In August 2022, Zomato’s ad campaign took an unexpected turn in Ujjain. The campaign featured Bollywood actor Hrithik Roshan, who appeared in dynamic regional ads mentioning popular local food spots. In the Ujjain version, Roshan was shown saying he ordered a “thali” from “Mahakal.”
What seemed like a hyperlocal marketing strategy quickly snowballed into controversy. Priests and devotees of the revered Shri Mahakaleshwar Temple objected strongly, stating that the temple does not deliver food and that associating “Mahakal” with a commercial food order was misleading and disrespectful. For many, “Mahakal” is not just a name, it is a sacred reference to Lord Shiva. Social media amplified the outrage, and protests were reported outside the temple premises.
As criticism intensified, Zomato clarified that the ad referred to a local eatery named “Mahakal Restaurant,” not the temple itself. However, acknowledging public sentiment, the brand issued an apology and withdrew the advertisement.
Fem, Dabur
In October 2021, Dabur India’s skincare brand Fem released a Karwa Chauth-themed advertisement that aimed to celebrate love, but not in the traditional way. The campaign featured a same-sex couple observing the festival together, subtly challenging the heteronormative portrayal that has long dominated festive advertising.
While some applauded the brand for promoting inclusivity and representing LGBTQ+ relationships in mainstream media, others reacted strongly against it. Critics argued that the ad distorted the religious and cultural essence of Karwa Chauth. Social media backlash intensified, and a politician publicly objected to the campaign, adding fuel to the controversy.
As pressure mounted, Dabur India withdrew the advertisement. In a statement posted on Twitter, the company announced that the campaign had been pulled from all social media platforms and issued an unconditional apology for unintentionally hurting sentiments. The brand clarified that it never intended to disrespect religious or non-religious beliefs, customs, or traditions, and acknowledged that while not everyone may share its viewpoint, it respected differing opinions.
