The groundswell did not abate despite Myntra clarifying that the cartoon was neither commissioned nor produced by it. “This creative was done and posted by a third party (ScrollDroll) without our knowledge or approval,” a Myntra spokesperson said.  “We will be pursuing legal action against them for using our brand.” The company also tweeted its side of the story.

Later, online content creator ScrollDroll took responsibility for the cartoon.

It clarified that Myntra does not have any direct or indirect connection with the cartoon.

ScrollDroll did not reply to messages sent to the website.

Meanwhile, logic didn’t seem to have worked with the backlashers.

After all, the scene—the public unrobing of a menstruating woman—has roiled Indians for thousands of years.

This is how the original unfolds in the Mahabharata:

Rival groups of cousins, the protagonists Pandavas and villains Kauravas, duel over a game of dice. The Pandavas lose everything—wealth, kingdom, and ultimately themselves—to the Kaurava’s sleight of hand and become the Kauravas’ slaves. The Pandavas are then nudged into staking their wife, only to lose again. Draupadi is dragged by her hair by Dushasana into the royal assembly. Now that she, too, is a slave, he proceeds to disrobe her—right before her five husbands, their teachers, cousins, and elders. With no one stepping forward to help her, Draupadi calls out to Krishna. He protects her modesty by miraculously wrapping her with unending reams of clothes even as Dushasana tires out trying to strip her.

Unlike Myntra ads

Ironically, Myntra is known for producing some of India’s most progressive campaigns that have sought to empower women.

In May 2015, the online retailer created a promotional ad featuring a live-in lesbian couple. It was a rather brave move considering homosexuality is still illegal in India. In December that year, it released a commercial titled “The Calling,” which highlighted the prejudices that women face in the corporate world following pregnancy.

📬 Sign up for the Daily Brief

Our free, fast, and fun briefing on the global economy, delivered every weekday morning.