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SIVASAGAR: The Archaeological Survey of India (ASI), Sivasagar sub-circle, issued a formal notice to Oasis Group for unauthorized use of the iconic Rang Ghar monument in an advertisement for their ‘All Season’ whiskey brand. The monument, a centrally protected heritage site, holds deep historical and cultural significance in Assam and is under the jurisdiction of the ASI.
According to the letter dated July 24, 2025, the ASI strongly objected to the depiction of Rang Ghar in an advertisement promoting an alcoholic beverage, deeming it ‘inappropriate and disrespectful.’ The letter emphasized that Rang Ghar is not merely an architectural landmark but a symbol of Assam’s cultural and historical legacy. Associating such a revered structure with alcohol promotion has reportedly hurt the sentiments of the local populace.
The ASI directed Oasis Group to immediately remove the advertisement from all platforms, including social media, digital media, print, and any other forms of publicity. The notice also warned the company against future usage of images of ASI-protected monuments without prior authorization, calling it a violation of the ASI’s guidelines. The ASI urged the company to respond promptly and confirm the removal of the disputed content at the earliest.
This incident sparked criticism among cultural activists and various organizations in Sivasagar, who have called for stricter enforcement of laws protecting national monuments from commercial misuse.
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