#BoycottBharatMatrimony trends on Twitter as new campaign draws flak

Bharat Matrimony's Holi campaign that spoke about the trauma women face during the festival led to #BoycottBharatMatrimony trending on Twitter. 

Bharat Matrimony, a matrimonial website released a campaign on the occasion of Holi and International Women's Day. The campaign was executed by Wondrlab and it highlighted the harassment and violence women encounter during the festival. Twitterati, upset over the festival being shown in the negative light criticised the ad with #BoycottBharatMatrimony.

The campaign portrayed a woman whose face is covered in different colours and as soon as she washes her face, her bruises are visible. The text that appeared in the ad read, ‘Harassment during Holi leads to immense trauma.’ 

Outraged users called out the brand on Twitter, accusing it of offending Hindu sentiments by making an ad against the Hindu festival. 

भारत मैट्रीमनी का विवादित एड।

होली को महिला हिंसा से जोड़ा।#BoycottBharatMatrimony pic.twitter.com/MuVcrf6kh0

— Panchjanya (@epanchjanya) March 8, 2023

What is this behaviour @bharatmatrimony ? Tum logo ka moral lecture Hindu festival pe hi kyu chalu hota hai ?

Women Harrassment is not a festival linked activity but companies like you unnecessarily link such things to Hindu festivals. Stop such gyan on Hindu Festivals.

— Pooja Sangwan 🇮🇳 (@ThePerilousGirl) March 8, 2023

Also Read: Holi 2023 campaigns: Brands share joyous campaigns with a splash of causevertising

A message about Women’s Day could easily have been sent without linking it to Holi. But that wasn’t the goal. The goal was to vilify Holi. Stop using Hindu festivals for anti-Hindu propaganda. #BoycottBharatMatrimony pic.twitter.com/KYUYMhbUxj

— Kavita (@Sassy_Hindu) March 8, 2023

In response, the brand has altered the caption and posted it on its social media platforms.

This Women's Day & Holi, let's celebrate by creating safer and more inclusive spaces for women. It's important to acknowledge the challenges that women face in public spaces and create a society that truly respects their well-being - today & forever.#BharatMatrimony #BeChoosy pic.twitter.com/9bqIXZqaXu

— Bharatmatrimony.com (@bharatmatrimony) March 8, 2023

This move too however received flak.

They deleted the earlier tweet & posted the same video again..
Clearly they're not bothered with our outrage & #BoycottBharatMatrimony call.

Either they think Hindus will forget this or they don't need Hindu customers anymore... https://t.co/GtzAteSJxG

— Mr Sinha (@MrSinha_) March 8, 2023