FabIndia withdraws Jashn-e-Riwaaz promo after right-wing backlash
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New Delhi: Clothing brand FabIndia has removed a promotional capsule about its new festive line after a backlash from right-wing groups including senior BJP leaders.
While the brand was accused of "defacing" the Hindu festival of Diwali by naming its festive collection as Jashn-e-Riwaaz (celebration of tradition), the company insisted that it is not a Diwali collection, which will be soon launched under 'Jhilmil si Diwali' promo.
The now-deleted social media post had this message: "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 read: "The rustle of silk... gleam of zari. The sparkle of jewels... the fragrance of flowers in hair. The sweetness of mithai & happiness of homecoming. Let the festivities begin with 'Jashn-e-Riwaaz".
Fabindia has now deleted the advertisement from social media
Attacks were spurred by tweets from firebrand BJP MP Tejasvi Surya, who is also head of the party's youth wing. Surya tweeted complaining about the "Abrahamisation of Hindu festivals".
He also attacked Fabindia because the models were not wearing "Hindu tradition(al) clothes".
"If Fabindia is so Secular, let it serve them. We will find a different Outlet!" the BJP's CT Ravi, who is the party's National General Secretary in charge of Goa, Maharashtra and Tamil Nadu, tweeted.
IT industry veteran TV Mohandas Pai also endorsed Surya's message by re-tweeting and added that: "Yes very true, Fabindia is doing this deliberately and consumers must protest this misuse like they did for others."
Controversy over Fabindia's new clothing collection comes almost exactly a year after Tanishq, a popular jewellery brand owned by the Tatas, was bombarded with abuse for an advertisement - the Ekavatam campaign - featuring an interfaith baby shower that trolls claimed promoted 'love jihad'.