Jashn-e-Riwaaz for welcoming Diwali?: Row erupts over FabIndia advertisement; Twitter inundated with reactions

New Delhi: Clothing and home-decor company FabIndia is in news recently launched Diwali collection ‘Jashn-e-Riwaaz’. The ad campaign for its new festive collection by the garment brand have not been received well by social media users.

FabIndia in a statement while launching its new collection said, “As we welcome the festival of love and light, ‘Celebration-e-Riaz’ by FabIndia is a collection that beautifully pays tribute to Indian culture; A collection that embraces the colour, atmosphere and personality of the country. Moreover, Fab India said, “This Diwali more than ever we are grateful to all of us for being surrounded by friends and family. This collection symbolizes the spirit of belonging, urging you to adopt crafts. There is no reason why celebrating your roots by respecting our artisans is not part of everyday conversations.”

Bharatiya Janta Party Yuva Morcha (BjYM) National President Tejasvi Surya slammed FabIndia in his tweet saying, “Deepavali is not Jash-e-Riwaaz. This deliberate attempt of abrahamisation of Hindu festivals, depicting models without traditional Hindu attires, must be called out.”

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

Soon after Tejasvi Surya’s criticism, #BoycottFabIndia started trending on microblogging site Twitter.

Chairman of Manipal Global Education Mohandas Pai also tweeted, “Very shameful statement by Fabindia on Deepavali! This is a Hindu religious festival just as Christmas and EID is for others! This kind of statement shows a very deliberate attempt to subvert a religious festival!”

Very shameful statement by @FabindiaNews on Deepavali! This is a Hindu religious festival just as Christmas and EID is for others! This kind of statement shows a very deliberate attempt to subvert a religious festival! @ARanganathan72 @PrinceArihan @anuraag_saxena https://t.co/L3PN6Nj4f8

— Mohandas Pai (@TVMohandasPai) 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

Am an indian and I have never celebrated jashn-e-riwaz. Never heard of it. What on earth is this festival? https://t.co/w15iBV0qpJ

— Janani Sampath Veeravalli✍️ ?? (@jananisampath) October 18, 2021

So @FabindiaNews has renamed #MiladUnNabi as #JashneRiwaaz ..

Wish them good sales.. but personally feel the colors are too gaudy … A green tone would have set it right…. https://t.co/DdAqrg439V

— Vivek ?? (@viviiyer) October 18, 2021

Hence forth no buying from here.

As it is overpriced for no rhyme or reason. https://t.co/CaZsaLoOFI

— Aneesh Gokhale (@authorAneesh) October 18, 2021