Another day, another advertisement that has pissed off people. This is not the first time that social media has been in an uproar regarding some ad or another.
Previously in this area, we’ve had Tanishq, Surf Excel, and many more where, in particular ads, something or another has irked people making them take to social media and eventually finding like minded users who hype them up.
This time the brand under fire is apparel brand Fabindia for their recent Diwali advertisement. Many users on Twitter are claiming that the latest collection the brand released for the upcoming Diwali festival is anti-Hindu and hurting religious sentiments.
What Did Fabindia Do?
On 9th October, Fabindia, posted about their new Diwali collection titled ‘Jashn-e-Riwaaz’. The phrase is essentially using Urdu words to mean ‘celebration of traditions’.
Fabindia is a pretty fancy brand known for its ethnic-styled products ranging from garments to fabrics, handmade products, furnishings and more.
Dipali Patwa, the group head of brand, community and digital, Fabindia Group of Companies while speaking to Telegraph India explained the collection as “Coming out of this tumultuous year, we wanted to symbolise the spiritual journey of light over darkness, positive vibes, intimate gatherings and appreciating the time with close family and friends. The joy of celebrating life! The mood is of homecoming and the appreciation of traditions, rituals, friendships and generations of memories.”
But the way the collection was presented, the name of the collection itself, and certain words used during the promotion of it has rubbed people from the Hindu community the wrong way.
There is quite a bit of uproar on social media regarding this, with many claiming the brand is trying to de-Hinduise the festival by using neutral phrases instead of calling it a Hindu festival. Many pointed out that Diwali has deep religious and spiritual significance for the Hindu community and each day till the main festival of Diwali has its own meaning and purpose.
They were angered by the brand not outright calling it a Hindu festival and trying to be diplomatic by not associating it with a single religious group.
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Some did comment that perhaps much was being made out of nothing. They came to the defense of the ad and said how just the collection was named ‘Jashn-e-Riwaaz’ and that the brand was not trying to rebrand the Diwali festival itself.
What do you readers think? Is the anger against Fabindia justified this time? Or are netizens just making a mountain of a molehill?
Image Credits: Google Images
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