Popular e-commerce portal Myntra on Friday morning started trending on Twitter, but not for a good reason. An image doing the rounds on social media, with Myntra’s name on it, had Twitter talking about the inappropriate use of religious imagery. However, Myntra disassociated itself from the graphic, while the makers of the image, Scroll Droll apologized for the same. In a tweet, Myntra said, “We did not create this artwork nor do we endorse this.”
The graphic features the Mahabharta scene where Draupadi, wife of the five Pandavas is disrobed in an assembly full of men, by Dussasana. In order to save herself from the indignation, she prays to Krishna, who in turn increases the length of her saree infinitely so that Dussasan is not able to take it off. Playing around this idea, Scroll Droll, the digital marketing firm responsible for the graphic shows Krishna searching for “extra long sarees” on Myntra, implying the vast variety of the portal’s products.
We did not create this artwork nor do we endorse this. https://t.co/EWyWUEsky5
Also Read— Myntra (@myntra) August 26, 2016
Soon after it was shared, Scroll Droll took to Twitter and apologized for it, while asserting that Myntra had no connection with it.
We apologize and deeply regret if any of our artwork has hurt the sentiments of anyone.
— ScrollDroll (@ScrollDroll) August 25, 2016
We take up the responsibility of this artwork. Myntra is nowhere associated with it directly or indirectly. (2/2) https://t.co/2mYwpaWZhg
— ScrollDroll (@ScrollDroll) August 25, 2016
This poster was created by us in Feb. We removed it immediately as we never intended to hurt sentiments (1/2) https://t.co/2mYwpaWZhg
— ScrollDroll (@ScrollDroll) August 25, 2016
However, the hashtag #BoycottMyntra started trending early in the morning. While some feel that their sentiments have been hurt in the name of marketing others believe that an offence cannot be taken for a graphic.
Saw #BoycottMyntra trending. Searched a little and got to know that the ad wasn’t even created by them. Twitter outrage I tell you!
— LOLendra Singh (@LOLendraSingh) August 26, 2016
#BoycottMyntra I think its too much.. Its just an Ad. We should not behave like Other Extreme Religions. We dont believe in #jeSueCharlie
— Vedant (@VedantIndia) August 26, 2016
#BoycottMyntra.
The dirty tricks in the name of marketing, you have done wrong!
We won’t forgive, neither our Gods! You will pay 4 this!— prasad kotekar (@PKotekar) August 26, 2016
Only playing into the hands of those trying to prove India is intolerant.My take on hashtags like #BoycottMyntra etc pic.twitter.com/kPbN4aho0h
— The-Lying-Lama (@KyaUkhaadLega) August 26, 2016
The advertisement comes two days after the portal crossed $1 billion run rate annulaized GMV post discounts in July 2016. This marked a first for an Indian fashion brand to record such a high rate of annulaized average GMV
