Alia Bhatt’s latest ad for clothing label Manyavar’s brand Mohey has not gone down well with actress Kangana Ranaut who has slammed the ‘Kalank’ actor for manipulating “naive consumer with shrewd divisive concepts and advertising.”

The Mohey ad talks about celebrating the ‘brides of today’ with a ‘modern twist’. In the ad, Alia portrays the role of a bride sitting at the mandap and talks about old tradition of Kanyaadaan (where a father gives his daughter away at the wedding) in Hindu culture. She says that instead of kanyadaan, there should be kanyamaan.

Taking to Instagram, Kangana has lashed out at Alia and Mohey. In her long note, she wrote, “We often see a martyr’s father on television, when they lose a son on the border, they roar ‘Don’t worry, I have one more son, uska bhi daan main iss dharti Maa ko dunga. Kanyadan ho ya putradan, the way society looks at the concept of (lack of equivalent word in English or Urdu using) renunciation shows its core value system…”

She further vented her anger and said it is time to bring back Ram Rajya, “When they start to look down upon the very idea of Daan…Then you know it is time for the reestablishment of Ram Rajya…The king who renounced everything he ever loved only to live the life of a Tapasvi (monk) Please stop mocking Hindus and their rituals….Dharti and women both are mothers in scriptures they are worshipped as the goddesses of fertility…Nothing wrong in seeing them as precious and very source of existence (Shakti).”

While sharing the note, she captioned her note as, “Humble request to all brands ….. don’t use religion, minority, majority politics to sell things …. Stop manipulating naive consumer with shrewd divisive concepts and advertising…”

It is not just Kangana Ranaut who has not reacted well to Mohey’s ad. Twitter is also left divided with the content. In the ad, Alia Bhatt has an internal monologue with herself talks about how her family has loved her deeply but always thought about her as a ‘paraya dhan’. She says, “Am I a thing to be donated? Why only kanyadaan?” She is then surprised when her mother-in-law and father-in-law give their son away as well.

While several netizens appreciated the ad and called it a ‘modern concept’, there was a section of social media users who slammed the ad for its ‘woke feminism’.

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