Industries have adopted a woke trend of mocking Hindu beliefs in the name of modernisation. They specifically target Hindu festivals to call out any social problem. This time Bharat Matrimony, a matrimonial site, shared a video associating the festival of colours, Holi, with harassment.
These companies never get the idea of sharing such videos on Eid or Christmas. They share all the ideal values on Holi, environmental concerns on Diwali and fake equality lessons at an Indian wedding.
On March 8, Bharat Matrimony, from their official Twitter handle posted a video with the caption, “This Women’s Day & Holi, let’s celebrate by creating safer and more inclusive spaces for women. It’s important to acknowledge the challenges that women face in public spaces and create a society that truly respects their well-being – today & forever.”
This Women's Day & Holi, let's celebrate by creating safer and more inclusive spaces for women. It's important to acknowledge the challenges that women face in public spaces and create a society that truly respects their well-being – today & forever.#BharatMatrimony #BeChoosy pic.twitter.com/9bqIXZqaXu
— Bharatmatrimony.com (@bharatmatrimony) March 8, 2023
Notably, the same video was earlier posted with the caption, “A lot of women have stopped playing Holi due to the trauma they experience through harassment. Watch this video that brings this to life in a hard-hitting way. This Holi, let’s celebrate Women’s Day and choose to keep them safe every day. #BeChoosy #Holi #Holi2023 #WomensDay”
The video showed a happy woman with colours on her face. As soon as she washes off, the colour bruises appear on her face and a caption floats on the screen saying, ‘Some colours cannot be washed away’.
Same Bharat Matrimony on Eid posted a picture saying, “May Allah accept all your sacrifices and good deeds to shower blessings upon you.”
— Mr Sinha (@MrSinha_) March 8, 2023
The video received backlash on social media as users called this an attempt to malign their festive feelings. This is not the only attempt; this Holi, the online food delivery chain Swiggly was also called out for installing a billboard ahead of the festival. It read, ‘“Omelette; Sunny side-up; Kisi ke sarr par. #BuraMatKhelo. Get Holi essentials on Instamart.”
The recent Billboard advertisement of @Swiggy is a clear attempt to defame Holi & create a negative perception among people. The lack of similar Ads for non-Hindu festivals shows a clear bias. Show some sensitivity and Apologize to Hindu community. #HinduPhobicSwiggy pic.twitter.com/vSomzhSiBO
— Elvish Yadav (@ElvishYadav) March 7, 2023
Twitter users slammed the makers, calling them shameless
A user with a verified Twitter account wrote, “Are you guys shameless or what? Don’t you want Hindu customers or you don’t care about Hindu customers?
Remove your ad from all your platforms and put an unconditional apology; otherwise, a champion against your company will start by Hindus.”
Are you guys shameless or what? Don't you want Hindu customers or you don't care about Hindu customers?
Remove your ad from all your platforms and put an unconditional apology otherwise, a champion against your company will start by Hindus.
— Vijay Patel🇮🇳 (@vijaygajera) March 8, 2023
Another user wrote, “It’s disappointing to see that you’re equating our festivals with harassment.
Let’s celebrate diversity and respect each other’s culture and faith. Let’s spread love, not hate”
It's disappointing to see that you’re equating our festivals with harassment.
— Abhinav Khare (@iabhinavKhare) March 8, 2023
Another verified user wrote, “You guys are absolutely disgusting. How dare you link a social message with the Hindu festival of Holi. What has domestic abuse got to do with Holi? Have u lost your mind? You obviously don’t want Hindu customers. btw, u should focus on what happens on your awful site.”
You guys are absolutely disgusting. How dare you link a social message with the Hindu festival of Holi. What has domestic abuse got to do with Holi?Have u lost your mind? You obviously don’t want Hindu customers. btw, u should focus on what happens on your awful site.
— Priya Rana (@PriyaKumariRana) March 8, 2023
A user shared Bharat Matrimonies posts from Eid, Christmas and other festivals to show the hypocrisy of the site.
So on other festivals, you wish people, but you portray Hindu festivals like Holi as misogynistic?@MinistryWCD @smritiirani this company should provide details of this amazing SURVEY that they have supposedly carried out
Now we are going to be choosy & will boycott you🤨 pic.twitter.com/iH5KI9jZre
— PallaviCT (@pallavict) March 8, 2023
This is not the first time when a Hindu festival or ritual is on target; the whole market has tried its hands at twisting the rituals and customs associated with Sanatan Dharma just to call themselves intellectuals.
Last year, Actor Amir Khan did the same by reversing the ‘Grih Pravesh’ (a ritual where the newlywed bride enters her new house after the wedding). He was doing an advertisement for AU small finance bank where the groom did the ‘Grih Pravesh’. This is against Hindu belief, and as said earlier, the whole industry is busy mocking Hindu beliefs to call themselves intellectuals.
#AamirKhan does it again – Uses Feminism to strike back
On pretext of Badlaav (change), suggests Men should become Ghar Jamaai
— Voice For Men India (@voiceformenind) October 7, 2022
Similarly, in September 2021, actress Alia Bhatt was featured in an advertisement where she questioned the age-old Hindu tradition of Kanyadaan. She was shooting an advertisement for the famous ethnic brand Manyavar.
Criticism and Review as per Section 52 of Indian Copyright Act, 1957. pic.twitter.com/McaE6Z2cQ8
— Gems Of Bollywood Fan (@GOBFanclub) September 18, 2021
The brand received backlash on Twitter for this advertisement; some of the posts on Twitter are listed below;
— The Jaipur Dialogues (@JaipurDialogues) September 18, 2021
In October 2020, an advertisement by diamond brand Tanisq sparked controversy. It was called out by the netizens for promoting “Love–Jihad”. The video showed a Hindhu woman who is married to a Muslim family, preparing for her baby shower. Tanishq had to take down this advertisement following outrage on social media.
There are a number of instances where these makers have targeted Hindu festivals and beliefs but have never tried their hands on other religious beliefs. The tolerant Hindus have let it go for a long; now they call this out in a united voice to say, ‘enough is enough’!