Monday, December 6, 2021

INFORM.INSPIRE.UPSKILL

INFORM.INSPIRE.UPSKILL

Monday, December 6, 2021

After backlash, Fabindia pulls the ad, BJP MP refers Diwali “not Jashn-e-Riwaaz.”

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After top BJP officials attacked the business and accused it of ‘defacing’ Diwali by tying the holiday to an Urdu phrase the firm says means “festivities of rituals/festive celebrations,” Fabindia has deleted an advertisement for a clothing range named “Jashn-e-Riwaaz.”

“As we celebrate the festival of love and light, Jashn-e-Riwaaz by Fabindia is a collection that lovingly pays respect to Indian culture,” said the now-deleted social media post. The text of the commercial was as follows: “The sound of silk rustling… the sparkle of zari. The gleam of gems… the scent of flowers in the hair The taste of mithai and the joy of returning home. Begin the celebrations with ‘Jashn-e-Riwaaz’.

When you’re being bullied, it’s hard to know what Fabindia has since removed the ad and clarified that the ‘Jashn-E-Riwaaz’ clothing line was not its Diwali apparel collection; the ‘Jhil Mil se Diwali’ collection has yet to be unveiled. Every 15 days, Fabindia releases capsules of collections for major Indian festivals, including Diwali, Onam, and Durga Puja. According to sources, ‘Jashn-e-Riwaaz’ means “festivities of rituals/festive celebrations’ and has nothing to do with Diwali. The attacks were sparked by a tweet by BJP MP Tejasvi Surya, who is also the party’s youth wing’s leader. Surya took to Twitter to express his displeasure with the “Abrahamization of Hindu holidays.”

“Jashn-e-Riwaaz is not Deepavali. This purposeful attempt at Abrahamization of Hindu festivities, featuring models Western non-traditional Hindu garb, must be called out… and firms like Fabindia must bear the financial consequences of such willful blunders”,Tejasvi Surya said. He also slammed Fabindia for not dressing the models in “Hindu tradition(al) costumes.”

Some Twitter users also called for a boycott of Fabindia, sparking a hashtag trend with the same name, which was endorsed by BJP leader Kapil Mishra, who has been accused of provoking last year’s Delhi riots.

-Yukta Gulia

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