The festive season of India is here. As Diwali is around the corner, clothing brands are launching various campaigns to put their latest collection on display and attract buyers. Renowned clothing brand Fabindia had recently launched and advertised their new collection called Jashn-e-Riwaaz. However, it didn't go down well with a section of people who accused the brand of "defacing" the Hindu festival of Diwali and naming the collection Jashn-e-Riwaaz.
Fabindia promoted the new clothing collection on social media. They shared a promotional post in which models wore their collection. The caption read: "As we welcome the festival of love and light, Jashn-e-Riwaaz by Fabindia is a collection that beautifully pays homage to Indian culture." However, due to backlash, Fabindia pulled down the advertisement from all social media handles.
Amid the backlash, Fabindia issued a clarification that their Diwali collection is yet to be launched in the market and is called Jhil Mil Se Diwali, not Jashn-e-Riwaaz. In a statement, Fabindia's spokesperson told a news portal, "We at Fabindia have always stood for celebration of India with its myriad traditions in all its hues. In fact, ‘Fabindia – Celebrate India’ is our tagline and also a wordmark. Our current capsule of products under the name Jashn-e-Riwaaz is a celebration of Indian traditions. The phrase means that, literally. The capsule is not our Diwali Collection of products. Please do keep a look out. It is going to be beautiful."
The outrage began after BJP MP Tejasvi Surya tweeted against Fabindia and slammed them for 'abrahamisation of Hindu festivals'. He wrote, "Deepavali is not Jash-e-Riwaaz. This deliberate attempt of abrahamisation of Hindu festivals, depicting models without traditional Hindu attires, must be called out. And brands like @FabindiaNews must face economic costs for such deliberate misadventures."
Deepavali is not Jash-e-Riwaaz.
This deliberate attempt of abrahamisation of Hindu festivals, depicting models without traditional Hindu attires, must be called out.
— Tejasvi Surya (@Tejasvi_Surya) October 18, 2021
IT veteran TV Mohandas Pai retweeted Tejasvi's comment and said, "Yes very true, @FabindiaNews is doing this deliberately and consumers must protest this misuse like they did for others."
— Mohandas Pai (@TVMohandasPai) October 18, 2021
A year ago, renowned jewellery brand Tanishq had to pull down an advertisement for Ekatvam (Oneness) jewellery line after receiving severe backlash online. Netizens slammed the brand for promoting and encouraging 'Love Jihad'. Another ad for the same jewellery line faced backlash for advocating a ban on firecrackers during Diwali.
(Source: Twitter/Business Today)