Dabur's Fem added to the #CancelCulture list of Twitteratis

Dabur has become the latest target of the netizens' troll army. The brand has been targeted for promoting Fem's Karwa Chauth campaign featuring a same-sex couple.

In the ad, two young women are shown getting ready for their first Karwa Chauth. While one woman is applying the bleach on the other's face, they discuss the significance of the festival and the reason behind it. Another woman joins the two and gives each one a saree to wear at night.

By the end, the women are shown celebrating Karwa Chauth with the traditional sieve and a decorated thali with water in front of them, thus signifying that they are each other's partners.

The advertisement drew mixed reactions. While several praised it for its inclusivity, some objected to “Hindu festivals being misused”. There was a third section that criticised the ad for promoting colourism.

This is the third advertisement that has courted controversies this month, mostly criticism from the Hindu right. The first one was an advertisement by clothing brand FabIndia and another by Ceat Tyre. The first drew criticism from the Hindu right for having used the Urdu phrase "Jashn-e-Riwaaz". The second, which featured actor Aamir Khan, courted controversy for advising people not to burn crackers on roads this Diwali as they can cause harm to vehicles.