Why is Boycott Malabar Gold Trending on Social Media?

New Delhi: It wasn't for her fashionable public appearances with her gal pals or her upcoming films that actress Kareena Kapoor Khan was trending on social media on Friday (April 22). On the occasion of Akshaya Tritiya, the actress appeared in a commercial for Malabar Gold and Diamonds. This sparked outrage among some social media users, who claimed that Kareena had "married a Muslim" and yet was featured in an ad for a Hindu festival despite this.

Users also called the ad an "insult to Hinduism" because Kareena didn't wear a bindi. The hashtags #NoBindiNoBusiness and #BoycottMalabarGold are trending on Twitter.

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As one of the users put it, "The latest advertisement by MalabarGold is another example of disregard for the Hindu festival. Wearing Bindi is imp. part of traditional Indian woman dressing.. Mocking Hindu traditions and expecting Hindus to spend their money for them. Not anymore."

Another person stated, "So-called 'The Responsible Jeweller' releases an ad with Kareena Kapoor Khan without a bindi for Akshaya Tritiya! Do they care about Hindu culture?"

Kareena has been a long-time promoter of the Kerala-based jewellery retailer.

Kareena is shown in an embellished pink lehnga in the Akshaya Tritiya campaign, combined with an ornate diamond neckpiece, enormous earrings, and a maang tika. The absence of Bindi on Kareena's forehead, however, drew everyone's notice. Netizens slammed the company for marketing a Hindu celebration without depicting Hindu married women properly. They pushed for hiring a "muslim married woman" to promote the Hindu festival advertisement.

Several hashtags, such as #BoycottMalabarGold and #BoycottKareenaKapoorKhan, have gained traction on social media.

Tanishq, a jewellery brand, received a lot of backlash from netizens last October when they alleged that the brand was preaching love jihad in its marketing. However, the advertisement was later removed.

बिंदी नहीं तो भारत में व्यवसाय नहीं
Hindus protest against ‘Malabar Gold’s advt on Akshay Tritiya showing a muslim actress without bindi, could she justice with hindu culture so Lets pledge "business with those who respect our culture#No_Bindi_No_Business #Boycott_MalabarGold pic.twitter.com/DbjARGU0eh

— Shubham Tiwari (अध्यक्ष छात्रसंघ रुद्रपुर) (@Shubhamkichha) April 23, 2022

So called 'The Responsible Jeweller' releasing ad with Kareena Kapoor Khan without a bindi for Akshaya Tritiya !

M.P Ahammed is the Chairman Of #MalabarGold Company...#KareenaKapoorKhan

Do they care about Hindu culture ?#Hindus#Boycott_MalabarGold#No_Bindi_No_Business pic.twitter.com/mdX7VpheIQ

— Anchal Kashyap (@IamAnchal_007) April 23, 2022

#Boycott_MalabarGold
Basically ,#Malbargold jewellery is owned by MP Ahammed who has strong connections with Dubai
With blessings of anti indian #Pinarayi_Vijayan ,this organisation is under scanner of working as sleeping cell for funding terrorist activities pic.twitter.com/Xg9wvCUuUb

— कडक लक्ष्मी (@BVaidehee) April 23, 2022

@Malabartweets wants Hindus to buy jewellery from them for a Hindu Muhurta Akshay Tritiya but they are not willing to respect Hindu symbols like the Bindi! #NoBindiNoBusiness Brands HAVE to understand that if they want Hindu money#Boycott_MalabarGold#StopAttackingHinduFestivals pic.twitter.com/DmU6m6fdpj

— 🚩Prabhakar Acharya🇮🇳 (@Prabhak41657341) April 23, 2022

So called 'The Responsible Jeweller' releasing ad with Kareena Kapoor Khan without a bindi for Akshaya Tritiya !

Do they care about Hindu culture ?#Boycott_MalabarGold#No_Bindi_No_Business pic.twitter.com/pgwutaicDq

— Aravinda Baliga (@baliga_2012) April 22, 2022

Jago Hindu !

Their idea is to erase hinduism without any bloodshed, from the minds of those who are born hindu and also to portray India and it’s ancient heritage negatively to the western world.#Boycott_MalabarGold #No_Bindi_No_Business pic.twitter.com/PfCgC54eCP

— Sujan H P (@Sujan_hp) April 22, 2022