Nalli Silks ad slammed for not showing bindi, brand makes new ad

Nalli Silks, a prominent clothing brand, recently found itself amidst controversy when it unveiled an advertisement featuring a model not wearing a bindi.

Festive advertisements typically emphasise happiness, family celebrations, and traditions. However, this particular ad sparked criticism and backlash on social media.

Bindi is a traditional decorative mark on the forehead commonly worn during festivities and considered a symbol of good luck.

Many individuals expressed disappointment and outrage, believing that ethnic attire during festivals remains incomplete without the inclusion of proper jewellery and a bindi.

The controversy led to the trending hashtag "#NoBindiNoBusiness" on social media platforms, notably X (formerly Twitter).

Critics highlighted the model's missing bindi in the Nalli Silks ad and expressed their displeasure. One user commented, "Look at this advertisement. Even a traditional firm like Nalli is using a model who is not wearing a bindi and looking morose. Doesn't look like a celebration."

Others joined the criticism, with comments such as "First of all wear a Bindi. Nalli! You get most of your business from Hindus, who purchase silk sarees for Wedding, Deepavali, Pongal, etc., and still you try to play this ugly trick. Shameful!" and "Sad to see even a brand like @NalliSilk falling for the grumpy, no-bindi, mourning look! #NoBindiNoBusiness."

Some also argued that festive shopping at Nalli should be reflected in their advertisements, prompting questions like, "What's this dull, deadpan look without a bindi? This is a festival time; is she going to a funeral?"

A section of the audience went further, expressing their intention to boycott the brand due to the perceived insensitivity.

However, there were also voices of support for the brand. Some individuals argued that cultural custodians shouldn't dictate attire choices and that wearing a bindi should be a matter of personal preference.

In response to the controversy and criticism, Nalli Silks launched a new advertisement, emphasising traditional attire and accessories, including bindis. The new advertisement aimed to address concerns and present a more festive and culturally sensitive portrayal.