The ad, which was placed above the Pasteur entrance gate in the city, featured a text that read “Happy Idul Adha. Wearing hijab is compulsory, qurban [sacrificial animal] is not” alongside an image of a goat wearing a pink hijab with its tongue out.

Rabbani’s ad caused a stir on social media, with many netizens criticizing the company for what they claimed was an “offensive” and “unfunny’” promotional campaign.

"They're trying to be funny, but they ended up missing the point," Twitter user @serenadelonea wrote.

Ternyata ga sekali ini Rabb4ni pake iklan yang konteksnya mau ngelucu/dakwah tapi gajelas dan miss point https://t.co/co4wMvsPlW

— SmAli Alley (@SerenadeLonea) August 3, 2019

“An ad should indeed draw people’s attention, but it doesn’t mean that it should incite conflict. Rabbani might not have violated any law, but please prioritize ethics above all else,” Twitter user @MazByan wrote in response to the ad.

Goalnya suatu iklan memang harus bisa membuat heboh & membuat penasaran org yang melihatnya tapi bukan berarti harus nyerempet kearah perdebatan atau konflik.Menurut saya @rabbani_proke trlalu berani.Memang tidak melanggar aturan hukum tapi harusnya etika & estetika dikedepankan. pic.twitter.com/7BpK92FTZR

— M.Iksanto (@MazByan) August 3, 2019

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