Pavan Teja
One of the most auspicious and widely celebrated festivals for Indians, Diwali is coming near. Everyone is getting ready for the festival celebrations. Diwali is also popular for the best shopping deals across a wide range of products. This is the best time for brands to advertise and show off their new collections for customers. Fabindia is one of India’s largest garment and ethnic products brands. For Diwali, it has come up with a new collection for customers.
Fabindia has launched a new campaign for advertising its new collection of ethnic wear. However, what happened is unexpected for the brand. Fabindia’s latest ad campaign didn’t sit well with many Indians, especially Hindu Customers.
The latest ad by Fabindia has caused great outrage on social media. People are accusing the brand of bringing secularism into the Hindu festival. Many people opposed the fabindia’s new campaign and raised their concerns. Soon the social media storm began against India’s largest ethnic brand, Fabindia. Many people started tweeting boycottfabindia on the social media platform.
Within just a few hours, the boycott movement fired up and thousands of similar posts surfaced on the platform. On Twitter, Boycottfabindia started trending. Look like within a short time many people have joined the outrage. Everyone started questioning the credibility and authority of Fabindia on how it can change the festival’s name from Diwali to Jashn-e-Riwaaz.
Addressing the outrage that was caused by the brand’s latest ad campaign. The brand Fabindia has taken down the tweet and ad campaign. Fabindia’s motive behind the ad has gone wrong just because of few words. Even just simple words like Diwali would have been enough to prevent the outrage. Well, let’s address the issue where the brand has gone wrong. Which resulted in such opposition from customers that made boycottfabindia trending.
Recently, Fabindia has launched a new collection of ethnic wear. To promote the new collection, the brand has started a new ad campaign. Up until now, nothing has gone wrong. But what the brand tweeted on the social media platform is what went wrong.
The Fabindia tweet went like this “As we welcome the festival of love and light, Jashn-e-Riwaaz by Fabindia is a collection that beautifully pays homage to Indian culture,”. Terming the Hindu’s most auspicious festival like Diwali as Jash-e-Riwaaz has split the social media. Many people opposed brands’ viewpoint of terming the festival as Jash-e-Riwaaz.
People accused the brand of unnecessarily bringing secularism and Muslim ideologies to Hindu festivals. Joining the outrage caused by the brand’s latest ad campaign, BJP Yuva Morcha President Tejasvi Survi also called out the brand. He tweeted Deepavali is not Jash-e-Riwaaz period. And slammed the brand Fabindia for hurting Hindu’s sentiments and beliefs about the festival.
Soon, many people joined the trend of Boycottfabindia and expressed their views. However, the brand announced that the Jash-e-Riwaaz is not our Diwali collection. They informed that the Diwali collection is yet to be launched. Where the current ad campaign Jashn-e-Riwaaz is just a celebration of Indian traditions. Unfortunately, the brand’s timing is wrong. It has released the collection at the wrong or right time but naming it other than Diwali collection in the season of Diwali festival.
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