Fabindia Pulls Down "Jashn-E-Riwaaz" Campaign After Social Media Outrage

All Fabindia Jashn-e-Riwaaz promotional content, under that branding, has been taken down in the aftermath of massive outrage that built on social media Monday, with users alleging the clothing label was promoting "anti-Hindu" messaging. The phrase, which used Urdu words, for a festive collection stands removed from the brand's website and official channels.

Fuelled by anger that Fabindia used Jashn-e-Riwaaz to title what they thought was their Diwali wardrobe, netizens threatened a mass boycott of the six-decade-old brand amid deeply communal dialogue. Where many claimed Fabindia's choice of words was problematic, others pointed out the lack of "traditional Hindu attire" represented, referencing women models without bindi on their foreheads. More here.

Opposing critics, many called this controversy out as an instance of policing &t=7s">women's clothes.

The online outrage was given weight by prominent internet personalities, most notably including leaders from the ruling Bharatiya Janata Party (BJP) like Tejasvi Surya and Kapil Mishra, and trends of 'boycott Fabindia' garnered thousands of tweets.

Of late, several brands have come under fire from audiences on charges of "destroying" Indian culture or sending out "anti-Hindu" messaging. Tanishq, which pushed an anti-cracker ad around Diwali last year, had to take it down following outrage on social media. Recently, a Manyavar ad featuring Alia Bhatt that spoke about changing the mindsets around the patriarchal tradition of kanyadaan too was attacked.

Fabindia Jashn-E-Riwaaz Campaign Removed: What The Brand Said

While promo content, in the form of a tweet, that announced the Jashn-e-Riwaaz collection and sparked the controversy was deleted from Fabindia's social media handle soon after, a festive collection of Indian attire under that title remained displayed on Fabindia's website well into Monday evening.

As of Tuesday, the website homepage shows the clothing collection as it was, without the Jashn-e-Riwaaz tag.

Though the controversy took root in claims around the branding for a Diwali ad, a spokesperson for Fabindia claims the Jashn-e-Riwaaz collection is essentially different from their Diwali collection, which is under the yet to be launched 'Jhilmil si Diwali' category.

"Our current capsule of products under the name Jashn-e-Riwaaz is a celebration of Indian traditions. The phrase means that, literally. The capsule is not our Diwali Collection of products. Our Diwali collection is called ‘Jhilmil si Diwali’ is yet to be launched," a spokesperson for the company said, as quoted by PTI. 

Trending now:

&t=7s