Recently, popular ethnic garment brand FabIndia launched its Diwali campaign and collection. The well-established brand FabIndia called its new traditional apparel collection ‘Jashn-e-Riwaj’. But, the word ‘Jashn-e-Riwaj’ didn’t sit well with many netizens.
Many netizens claimed that it hurt their Hindu sentiments as the collection was released to celebrate Diwali. When these netizens came forward to express their opinion, the tag #Boycott FabIndia started trending. As pointed out by netizens the post has been deleted for now. Here are some of the responses:
#BoycottFabIndia— Shruti (@kadak_chai_) October 18, 2021
Now these so called brands starred changing our hindu festivals too.
What is this Jash-e-Riwaaz ?? Shut???
Deleting the post won’t make u better when there is shit in ur minds.
1.This is our Diwali / Deepawali, how we celebrate.
2. This is a crap pic.twitter.com/vKip2lu3jd
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. https://t.co/uCmEBpGqsc— Tejasvi Surya (@Tejasvi_Surya) October 18, 2021
Wow @FabindiaNews great job at de-Hinduising Deepawali! Call it a ‘festival of love and light’, title the collection ‘Jashn-e-Riwaaz’, take Bindis off foreheads of models but expect Hindus to buy your overpriced, mass produced products in the name of ‘homage to Indian culture’! https://t.co/S47g1ArUbB— Shefali Vaidya. 🇮🇳 (@ShefVaidya) October 18, 2021
Time to #BoycottFabIndia— Kapil Mishra (@KapilMishra_IND) October 18, 2021
They don’t deserve our money
Canceling All Purchasing from @FabindiaNews this year. Who names Diwali collection as Jashn-e-Riwaaz ?? NOT interested in buying. #Fabindia you can enjoy your “Jashn” with the people you are catering too. NOT US FOR SURE #BoycottFabIndia pic.twitter.com/Efi5rnDpXV— Rosy (@rose_k01) October 18, 2021
Festival of love & light? Jash-E-Riwaaz? It’s called Diwali. It is & always will be a Hindu festival, not a secular one. A company that does not respect Hindu identity, should not expect business from Hindus. #BoycottFabIndia pic.twitter.com/9pjsWhArpA— Kavita (@Sassy_Hindu) October 18, 2021
Standing against Hindu culture, beliefs and ideologies is the new trend these days. #Fabindia Please spare the festivals atleast. Be logical, but don’t demean.— Sheetal Dewan (@DewanSheetal) October 18, 2021
Lesson for all “Be careful what you tolerate. You are teaching people how to treat you”.
Best way to destroy any culture is to destroy the rituals, practices & festivals. When will we woke up?— Kavitha 🇮🇳 (@Kavitha46728380) October 18, 2021
These brands do it deliberately to get the attention. And later apologize. These brands have terrorits mindset to divide the society in religious line to make money. Boycotting is not enough, instead govt should take them to courts.— tritesh (@tritesh6) October 18, 2021
While a few netizens came forward to share that the brand isn’t calling the Diwali as Jashn-e-Riwaaz but its new collection.
They are not calling Deepavali as Jashn-e-Riwaaz. It’s the name of their collection that comes out on Deepavali.— Rahul Sharma (@Biorahul) October 18, 2021
That’s what they are calling the clothes line , not the festival. Thoda English reading pe dhyan de na . Or you could hire a translator for help.— Huzefa Lehri (@huzefa_txt) October 18, 2021
This isn’t the first time a brand has been trolled for it’s campaign idea. Last year, even Tanishq took down its ad after it was trolled for promoting love jihaad. Do let us know what you think?