19th October 2021, Mumbai:
Clothing brand Fabindia removed the Diwali campaign Jashn-e-Riwaz from its account on Twitter after facing a massive backlash on social media platforms. While FabIndia seems to have removed hashtagJashneriwaaz from the Instagram posts, their creative partners are still using it with a slightly different spelling.
In the ‘Jashn-e-Riwaaz’ campaign, the word Diwali was entirely skipped by the brand. The basic idea, it seems, behind the campaign was to make the festival of Hindus a secular one by removing its original name completely.
Continuous attacks over fireworks and other traditions associated with Diwali have been happening from all directions, including intellectuals, so-called environmentalists, government and judiciary. From calling the festival ‘reason of air pollution’ to denying its due credit for reviving the economy, Diwali has been one of the most favourite targets to demean Sanatan Dharma.