Fab India withdraws its 'Jashn-e-Riwaz' Diwali ad; Renames it as 'Fab India Festive 2021'

After successful Hindu united voice against Fab India for its Diwali campaign, the famous clothing brand group has changed the controversial title 'Jashn-e-Riwaz' to 'Fab India Festive 2021'. In a deliberate attempt of abrahamising the Hindu festival of Diwali, the Fab India group, the clothing brand in its Diwali advertisement campaign had launched the ‘Jashn-e-Riwaaz’ collection.

 

 

The social media users have objected to yet another appropriation of a Hindu festival and sentiments. The cultural appropriation has left social media users uncomfortable, just ahead of another Hindu festival. Not many favored Diwali being loosely translated to ‘Jashn-e-Riwaaz’.

 

 

 

 

The lady models in the poster were seen wearing red colored clothes but no bindi. Futher, the advertisement campaign released by the brand is a complete mismatch with the title chosen for the Diwali collection. Fabindia’s earlier ‘Jashn-e-Riwaaz’ video campaign ironically features the rich culture and tradition of Rajasthan. The campaign starts with a Rajasthani lad taking a group of friends belonging to different ethnicities to his home to celebrate the festival of Diwali. While driving amidst the different traditional aspects of Rajasthan, the boy wonders how his friends might be perceiving the timeliness tradition and history of the state.

 

 

The ad then focuses on Rajasthani traditions, rituals, food and finally the couture to highlight the richness, heritage and legacy of Diwali, a festival celebrated by lighting diyas, bursting crackers and distributing sweets amongst other traditions to mark the win of good over evil. One of the most significant Hindu festivals, Diwali commemorates the return of Lord Shri Ram after defeating the evil that was Ravana. This is precisely why several users were left bewildered with the usage of a heavy Urdu phrase to name a traditional collection exclusively designed for a Hindu festival.

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