Twitterati now calls for #BoycottFabindia

The brand has landed up in the internet's hate zone for the use of an Urdu phrase while promoting its Diwali collection

Oct 19, 2021 07:36:00 AM | Article | Campaign India Team

After the fiasco with brands like Manyavar, Tanishq and most recently actor Shah Rukh Khan and the brands he endorses, the newest one pulled into Twitter's boycott league is ethnic apparel brand Fabindia. 
The brand has found itself in the much talked about hashtag category - with #BoycottFabindia, for its advertisement promoting its Diwali 2021 collection. 
The use of the Urdu phrase 'Jashn-e-Riwaaz' as a title for its collection, had led the brand to face massive internet-bashing from BJP Yuva Morcha president Tejasvi Surya on Monday (18 October), followed by other netizens who expressed their anger against the brand, for apparently 'de-Hinduising' the festival of lights. 
Surya's tweet stated that Deepavali is not 'Jashn-e-Riwaaz' and that it was a deliberate attempt by Fabindia to cause 'abrahamisation' of Hindu festivals. He added that the depiction of models without Hindu attires must be called out and that brands like these should face economic costs for such misadventures. 
Following this, the Twiteratti was enraged and called for the brand to be boycotted. Some put up videos of how they destroyed their Fabindia outfits, while some even accused the brand of having links with the CIA. Netizens also expressed their hurt sentiments, which they termed as an attempt to insult Diwali and incorporate Muslim ideologies in a Hindu Festival.
The brand's ad showed male and female models wearing sarees and kurta-pyjamas, showcasing the new collection. Before it took down its tweet, posted on 9 October, the brand had written, "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, a few came in support of the brand, stating that the use of an Urdu phrase doesn't devalue the meaning behind the festival. 
Last year, jewellery brand Tanishq created a furore for mixing up religious ideologies in their campaign ‘Ekatvam’, which showed a Muslim family preparing a traditional Hindu baby shower for their pregnant Hindu daughter-in-law. The brand was accused of promoting 'love jihad'. 
However, the lightning struck the brand a month later, again, for its Diwali campaign, in which one of the messages was to celebrate with family and not burst crackers. This ad was criticised for advising Hindus how to celebrate their festivals.