FabIndia Pulls Latest Ad Jashn-e-Riwaaz After Backlash

FabIndia Advertisement “Jashn-e-Riwaaz” which was created as a promotional ad for Diwali has been receiving a lot of backlash for the use of words as the meaning of “Jashn-e-Riwaaz” is a celebration of customs. Diwali has beliefs and a historic past as the return of Lord Rama to Ayodhya after 14 years exile and not just a custom. 

Key Takeaways

• FabIndia has been into various controversies since the release of its “Jashn-e-Riwaaz”, a Diwali themed Advertisement
• Hashtags like #NoBindiNoBusiness #BoycottFabIndia are trending on Twitter that made FabIndia to pull down the advertisement
• Tweets promoting its latest collection which is being said was for Diwali has also been removed
• Clarification received from a FabIndia spokesperson that it is not their Diwali Collection while it is yet to release, reported TOI.

FabIndia is popular for its ethnic wear collection all over India. It is India’s largest private platform for products that are handmade and represent the traditions of India and so the name represents FabIndia that means Fabulous India. FabIndia focuses on traditional techniques of cloth weaving and designing. But it was recently caught into a number of controversies because of its latest advertisement which was themed on the largest festival of Hindus, Diwali and is religiously associated as well. People have shown their anger against the name of the ad which was “Jashn-e-Riwaaz” and the representation of Hindu festival with female models not wearing a Bindi which is a must for Hindus.

The reason behind the controversy was that it was named  as “Jashn-e-Riwaaz” which literally means celebration of customs and that’s what made #BoycottFabIndia hashtag viral over Twitter. Another cause of controversy was that the models representing Indian culture and Diwali were not wearing Bindi, that made people tweet #NoBindiNoBusiness all over social media.   

The outcome of all this ended with the pull off of the Advertisement by FabIndia and reduced sales. As the advertisement was well shot but due to all this the brand has to suffer economic loss during one of the the largest festivals of India, Diwali. It is also being rumoured that this was purposely done to hurt the sentiments of Hindus. Other clothing brands that used female models without Bindis that represented Indian culture and traditions were also targeted by #NoBindiNoBussiness hashtag. 

Hence, a FabIndia spokesperson said to TOI reporters that this advertisement was not launched for the promotion of FabIndia Diwali collection. Rather it was just a usual advertisement. And their Diwali collection and the promotional advertisement of Diwali is yet to launch and get telecasted. The spokesperson also added that their Diwali collection is named as Jhil Mil Se Diwali and not Jashn-e-Riwaaz. But ultimately the brand had to take down the advertisement getting tired of trolls and abuses against the ad.