Fabindia Fabindia deletes 'Jashn-e-Riwaaz' ad after outburst on social media
New Delhi/IBNS: India's ethnic clothing brand Fabindia has pulled out its social media campaign for its festive clothing line "Jashn-e-Riwaaz" ahead of Diwali after facing criticism for using an Urdu term for the campaign, according to media reports.
According to Fabindia, "Jashn-e-Riwaaz" meant "celebrations of rituals/festive celebrations".
NDTV reported that the now-deleted social media post had this message:
"The rustle of silk... the gleam of zari. The sparkle of jewels... the fragrance of flowers in hair. The sweetness of mithai & the happiness of homecoming. Let the festivities begin with 'Jashn-e-Riwaaz'".
"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 brand's advertising campaign read.
After the accusations, Fabindia withdrew the ad and issued a clarification.
'Jashn-E-Riwaaz' is not Fabindia's Diwali clothing collection, and that the festival collection - 'Jhil Mil se Diwali' - has yet to be launched, reported NDTV.
NDTV has also learnt that Fabindia "comes out with capsules of collection every month every 15 days.
"Deepavali is not Jashn-e-Riwaaz. This deliberate attempt of Abrahamisation of Hindu festivals, depicting models without traditional Hindu attires, must be called out... and brands like Fabindia must face economic costs for such deliberate misadventures," he declared.
Deepavali is not Jash-e-Riwaaz.
— Tejasvi Surya (@Tejasvi_Surya) October 18, 2021
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
Information technology industry veteran TV Mohandas Pai re-tweeted Surya's message, adding: "Yes very true, Fabindia is doing this deliberately and consumers must protest this misuse like they did for others."
Yes very true, @FabindiaNews is doing this deliberately and consumers must protest this misuse like they did for others. https://t.co/Ip3t0Tov0u
— Mohandas Pai (@TVMohandasPai) October 18, 2021
Some Twitter users also demanded people boycott Fabindia.
Our festival is Diwali but
— Vandana Gupta 🇮🇳 (@im_vandy) October 18, 2021
according to @FabindiaNews Diwali is called Jashn-e-Riwaaz.
So #BoycottFabIndia Now.
As if they have 3rd class collection pic.twitter.com/eHhSVwBjch
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