Jashn-e-Riwaaz’s group promo, which was announced on October 9, has called on many social media users to boycott the brand.

FabIndia, the apparel retail chain, was forced today to pull the promotional video aimed at promoting its new festive line following a backlash from the BJP, social media users and right-wing groups. The brand found itself on the receiving end after social media users and right-wing groups accused it of defaming the Hindu festival of Diwali and hurting their religious sensibilities by unnecessarily introducing Islamic ideologies into a Hindu festival.

However, the company said the promotion in question is not from the Diwali group and the retail chain’s Diwali ad will be launched soon under the “Jhilmil si Diwali” label.

“At FabIndia we have always advocated the celebration of India with its myriad traditions in all forms… Our current capsule of products under the name Jashn-e-Riwaaz is a celebration of Indian traditions. This phrase literally means. The capsule is not a special Diwali product range. Us.PTI agency reported quoting a company spokesperson that the Diwali collection called “Jhilmil si Diwali” has not yet been launched”.

Jashn-e-Riwaaz’s group promo, which was announced on October 9, has called on many social media users to boycott the brand. “While we welcome the Festival of Love and Light, Jashn-e-Riwaaz by Fabindia is a group that beautifully pays homage to Indian culture,” FabIndia said in a tweet while sharing the controversial promo.

Criticizing the brand, Tejasvi Surya said Deepavali is not Jash-e-Riwaaz. “Deepavali is not Jash-e-Riwaaz. This deliberate attempt to highlight Hindu festivals, depicting models without traditional Hindu clothing, should be called upon. And brands like fabindiaNews should face an economic cost to such deliberate adventures.”

The hashtag #BoycottFabindia soon started trending. This isn’t the first time a brand has faced a backlash for allegedly hurting religious sentiment through its promotional videos. Tata Group’s jewelry brand Tanishq and detergent brand Surf Excel have also faced similar phishing in the past.

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