Over the past few years, brands such as Fabindia, Tanishq, and PNG Jewellers have faced intense scrutiny from the Hindu community, especially on social media, for advertisements that were perceived as disrespectful to Hindu traditions and Sanatan Dharma. A significant cultural shift has taken place within the advertising industry in Bharat (India), where businesses have had to rethink their marketing strategies in response to increasing public outcry over what many believe is the misrepresentation or dilution of Hindu traditions in festive campaigns. Brands like Tanishq, FabIndia, and others have faced intense backlash for their perceived attempts at “de-Hinduising” Hindu festivals. What initially started as hashtags and social media trends such as #BoycottTanishq and #NoBindiNoBusiness has now transformed into a broader movement against cultural appropriation and selective targeting of Hindu traditions.
Social media activist and author Shefali Vaidya first started this campaign #NoBindiNoBusiness back in 2021. The movement began after FabIndia launched its Diwali collection, originally titled Jashn-e-Riwaaz, which faced backlash over accusations of cultural appropriation and “de-Hinduising” Hindu festivals. In response to the uproar, FabIndia clarified that the collection was not intended for Diwali and subsequently rebranded it as Jhilmil Si Diwali.
Vaidya criticised not just the name but the overall representation in the advertisement, noting the absence of traditional elements like bindis and diyas. She emphasised that the bindi was a significant symbol of Hindu identity, and its omission was concerning. “Every day of Diwali has cultural and religious significance. We cannot allow it to be de-Hinduised,” she stated.
Her hashtag quickly gained traction, reaching over 2 million people and prompting brands to reconsider their advertising strategies. As a result, several brands revised their ads to include visible Hindu symbols, such as bindis, diyas, and crackers.
This movement has exerted such a powerful force on the market that brands, eager to avoid controversies, have started adhering to a more traditional portrayal of Hindu festivals in their advertisements, opting for bright colors, bindis, and cultural symbolism. The hashtag #NoBindiNoBusiness, which advocates for preserving Hindu traditions in commercial campaigns, is not merely a viral trend; it has morphed into a socio-economic statement, underscoring the rising influence of consumer activism.
Tanishq Ad Controversy
In 2020, the jeweler brand Tanishq, a subsidiary of Tata Group, found itself at the center of a massive controversy when it released an advertisement featuring an interfaith couple. The ad showed a pregnant Hindu woman, married into a Muslim family, being led to a baby shower ceremony organised by her Muslim mother-in-law in accordance with Hindu traditions. While the intent of the ad was to promote communal harmony, it was met with fierce criticism from various sections of society who accused Tanishq of promoting “love jihad”—a controversial term used by some right-wing groups to describe alleged cases where Muslim men marry Hindu women to convert them to Islam.
The backlash was swift, with #BoycottTanishq trending on social media. Many felt that the ad was not only insensitive but also out of touch with the reality of interfaith marriages, which, in some cases, have led to societal tension and violence. The outrage was further amplified by a spate of incidents where Hindu women were allegedly coerced into converting to Islam after interfaith marriages. This ad, critics argued, was glorifying such relationships without acknowledging the complex dynamics that surround them in real life.
Tanishq pulled down the advertisement, issued a statement, and distanced itself from the controversy. A Tanishq showroom in Gujarat went a step further and publicly apologised to the Hindu community, condemning the ad in an effort to placate public sentiments. This episode marked a turning point for brands in India, as they began to realise the potential economic consequences of alienating their core consumer base.
FabIndia’s Misstep: The ‘Jashn-e-Riwaaz’ Debacle
Following the Tanishq controversy, FabIndia—a popular ethnic wear brand—faced a similar backlash in 2021 with its Diwali campaign titled ‘Jashn-e-Riwaaz.’ The campaign used an Urdu phrase, typically associated with Islamic culture, to describe a Hindu festival of lights, Diwali. The ad, which aimed to celebrate the “festival of love and light,” was criticised for appropriating Hindu festivals and allegedly trying to secularise them by removing their cultural essence.
Social media erupted with calls to boycott FabIndia, with critics accusing the brand of erasing Hindu traditions by using an Islamic expression to describe one of the most significant Hindu festivals.
BJP Yuva Morcha National President Tejaswi Surya was among those who slammed the brand, stating, “Deepavali is not Jashn-e-Riwaaz. This deliberate attempt of Abrahamisation of Hindu festivals, depicting models without traditional Hindu attires, must be called out. And brands like Fabindia must face economic costs for such deliberate misadventures.”
What irked many Hindus was the repeated portrayal of their festivals in a manner that seemed to cater to a secular or non-Hindu audience, while other religious festivals like Eid or Christmas were celebrated with their traditional names and symbolism intact. This sense of selective targeting fueled a larger narrative that brands were guilty of undermining Sanatan Dharma in the pursuit of being politically correct or inclusive.
Advertising Trends
The controversies surrounding Tanishq, FabIndia, and other brands did not occur in isolation. Over the years, several advertisements have been accused of portraying Hindus in a negative light or placing the burden of secularism squarely on their shoulders. Examples abound, such as a Surf Excel ad where a young Hindu girl takes on the responsibility of escorting a Muslim boy to his mosque during Holi, or a Red Label tea ad where a Hindu man is depicted as initially intolerant towards his Muslim neighbor, only to be won over later.
These campaigns, while perhaps well-meaning, were seen by many as attempts to guilt-trip the Hindu community into being more tolerant and secular, while the reverse—Muslim characters making similar concessions—was rarely depicted. The perception that Hindus were constantly being asked to shoulder the burden of communal harmony led to a broader conversation about cultural appropriation and religious sensitivity in advertising.
In response to the growing clamor for respecting Hindu traditions, brands have had to pivot their marketing strategies.
This year, companies seem to have heeded the message. Tanishq, for instance, has released its new Nav-rani collection ahead of Diwali 2024. The collection features models dressed in bright, traditional attire, complete with bindis and heavy jewelry, clearly signaling a return to cultural sensitivity. The tagline for the campaign, “Adorn Yourself Like a Queen,” celebrates the grandeur and elegance of the modern-day Bharatiya woman while respecting the traditional roots of Hindu festivals.
Similarly, Fabindia’s 2024 Svarnim Navratri campaign exudes a more culturally grounded approach, highlighting the joy, vibrancy, and deep traditions of Hindu festivals. The collection focuses on the essence of Navratri, with models wearing traditional garbs, dancing to the beats of the dholak during dandiya raas. This shift marks a conscious effort to align with the cultural sensibilities of their target audience, avoiding any hints of secularisation or cultural appropriation.
PNG Jewelers
Unlike Tanishq and Fabindia, PNG Jewellers, a well-established name in Bharat’s jewelry industry, has largely avoided controversy. Instead, it has focused on aligning its festive campaigns with the Hindu community’s cultural expectations. This Navratri, PNG Jewellers announced the opening of nine new stores across Maharashtra, celebrating the festival with the theme of cultural renewal and expansion.
The company has emphasised its gratitude toward its customers and expressed a commitment to preserving the traditions associated with Hindu festivals. With its new stores decked in traditional rangolis and decorations, PNG Jewellers continues to attract customers who appreciate the brand’s alignment with Hindu values and rituals.
The rapid growth of the #NoBindiNoBusiness movement has sent a strong message to companies that the Hindu community will not support brands that mock or trivialise their traditions. The movement, which initially started as a social media hashtag, has evolved into a broader economic boycott strategy. It demands that brands show respect for Hindu customs, particularly during festivals, by ensuring their advertisements feature models adorned with traditional symbols like bindis and vibrant ethnic wear, especially for women.
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