After #BoycottFabIndia trended due to outrage, clothing brand FabIndia removed its Diwali ad called ‘Jashn-e-Riwaaz’. The marketing campaign involving the aforementioned ad focused on ethnic apparels that can be worn during the upcoming festive season. The brand was accused by Hindu nationalists of “damaging” the festival by naming the ad ‘Jashn-e-Riawaaz’. Lok Sabha member Tejasvi Surya was the torch bearer in the initiative and labelled FabIndia’s marketing campaign as an attempt of “abrahamisation” of Hindu festivals.

The incident came into the light the same day current Indian team skipper Virat Kohli was trolled on Twitter with #SunoKohli hashtag. The team India skipper had taken to Twitter and claimed to share tips on celebrating Diwali.

Contents hide
1. Background
2. The Facts of the Matter
3. The Now Removed ‘Jashn-e-Riwaaz’ Tweet
4. BJP Officials Speak Against FabIndia
5. Twitter Reacts to FabIndia Controvorsy
6. “Ridiculous”: Some Netizens Speak Up in Support of FabIndia

Background

In September, 2021, Indian apparel brand Manyavar received flak from netizens after its ‘Kanyamaan’ ad featuring Alia Bhatt was accused of hurting Hindu sentiments. It was not the first time a brand received a huge backlash from Indians.

Earlier in 2020, jewellery brand Tanishq had to pull down its ad which showed a Muslim family preparing a Hindu baby shower for the daughter-in-law. The ad was accused of promoting ‘Love Jihad’, and soon “Boycott Tanishq” went viral on Twitter.

Recently, another apparel brand received backlash online for hurting Hindu sentiments.

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The Facts of the Matter

FabIndia, a clothing brand that has created a niche for itself for its ethnic-centric clothing line which involves kurta, sarees, and more, has found itself in a controversial soup. The company found itself on the receiving end of Hindus who were triggered after the company announced its latest marketing campaign.

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The Now Removed ‘Jashn-e-Riwaaz’ Tweet

The clothing brand shared a tweet, announcing its new line of clothing called the ‘Jashn-e-Riwaz’, aimed to bring in more buyers during the upcoming festive season of Diwali. However, the company’s choice of using Urdu phrase for the upcoming Hindu festive season didn’t go to well with some people on Twitter.

Taking to Twitter, FabIndia shared a post which 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…” The ad also featured models adorned ethnic outfits from the brand’s upcoming collection.

Also Read: Virat Kohli Trolled by Netizens for Sharing Tips on Celebrating Diwali, #SunoKohli Trends on Twitter

BJP Officials Speak Against FabIndia

Soon, #BoycottFabIndia was trending on Twitter and the company had to remove its tweet and the ad as well. Leading from the front, BJP Yuva Morcha president Tejasvi Surya took to Twitter and claimed that the brand must face economic consequences for its ‘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. And brands like @FabindiaNews must face economic costs for such deliberate misadventures,” the BJP MP tweeted.

MP Tejasvi also tagged the brand and had quoted the FabIndia tweet, which now stands deleted.

Another BJP MLA Rajkumar wrote, “Deepavali is not Jash-e-Riwaaz…Period!!!Seems like Fab India has done this deliberately to hurt Hindu Sentiment.”

BJP MLA Kapil Mishra, who was in the news in 2020 for holding pro-CAA rally also expressed his anger on Twitter. “Time to #BoycottFabIndia. They don’t deserve our money,” he tweeted.

Twitter Reacts to FabIndia Controvorsy

Soon a whole army of netizens called the brand out for imposing “secular” spin on a Hindu festival.

“Ridiculous”: Some Netizens Speak Up in Support of FabIndia

While some ridiculed Hindu netizens expressed their displeasure against the apparel brand, some netizens spoke in support of FabIndia and called the whole ordeal ‘ridiculous’.