Manyavar is known for coming up with these unique ads which try to bend the rules we all have been following blindly, through their wedding collection. The idea is to connect with the modern brides and their ideology when it comes to their big day.

© Instagram/Mohey Fashion

After the #DulhanWaliFeeling ad featuring Alia Bhatt that spoke to the millennial women, they have now tried to revisit the traditions of kanyadaan, a ritual where the parents of the bride give away their daughter. 

However, the new ad is not sitting well with the audience this time. 

© Instagram/Mohey Fashion

In the video, Alia Bhatt, a bride clad in brand’s bridalwear, boasts about how she has always been pampered at her parent’s house while constantly being reminded that she is a ‘paraya dhan’ who would be sent to ‘her home’ one day by her relatives.

© Instagram/Mohey Fashion

At the time of kanyadaan, she questions “Am I a thing to be donated?” and says it should be ‘kanyamaan’, and not ‘kanyadaan’. 

The ad has apparently touched the nerve of some people who had a lot to say about the brand's ‘audacity’ to question and challenge the Hindu wedding rituals. 

© Instagram/Mohey Fashion

They also had a problem with how every brand ever criticises the Hindu customs only. I have a question, why does it always come down to one thing i.e. religion?  

Here is how people are reacting to the ad:

Multiple thoughts on what @aliaa08 thought getting into this:

1) I will become 4th wife but atleast I will have my dignity!

2) Kanyadan bad, father giving away bride in Church is sooo romantic and kool.

3) In her religion she doesn't get equal inheritance.#KanyaDaan #Mohey pic.twitter.com/dvXaGvvUq7

— Wokeflix (@wokeflix_) September 18, 2021

She did an ad for mohay fashion !! They changed the name of the ritual from kanyadhan to kanyamaan .. I mean these are the same idiots who find father giving away daughters hand in church is beautiful but they give us gyaan about hindu rituals

— pingu (@besojuful) September 18, 2021

#BoycottAlia #mohey
They keep attacking our cultures and we still praise them.. #Hindutva #HinduWithBJP #Hinduism #hindi

— Devmurarjee Mayank (@Devmurarjee) September 18, 2021

What’s even more disturbing and worse is that Alia is being attacked personally for this ad more than the brand and the campaign. 

From her father’s past statements to her personal life, she is being targeted for simply being in the ad. 

Dear @aliaa08, saw your woke Ad which is insulting hindu rituals, specially "Kanyadaan"!

Before you question others, just look inwards to the very industry you work. "Beti paraya dhan" is a line made popular by "BOLLYWOOD".

— Ron Bikash Gaurav (@RonBikashGaurav) September 19, 2021

@aliaa08
They love Halala , Mutah etc...
And they hate Kanyadaan.
His father was converted to enjoy marriage .See their character.Guttet bollywood. https://t.co/4lNDMYfovS pic.twitter.com/mtVfJAsxZY

— परन्तप।।।।।। (@Shailen21700429) September 18, 2021

It's ironic to take Aalia Bhatt in such Ad..

His father has kept two wives & multiple affairs, clearly the most dignified & respectful atmosphere for a woman.

His boyfriend is also a philanderer.

I'm sure Alia must have passed this gyan to them as well.

— RTjeevi (@ChallaHai) September 19, 2021

Why must we target women in the name of religion? While we don’t have to agree with every idea and opinion that’s served to us, how do we justify coming at a woman for it and attacking her personally?   

© Instagram/Mohey Fashion

What are your thoughts on this? Let us know in the comments below.

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