During the Hindu festival of Deepawali, Axis Bank unveiled its new advertisement campaign, ‘Dil Se Open Celebration 2025’. What caught everyone off guard was the unexpected appearance of Santa Claus, right in the midst of Deepawali lights and Navratri festivities.
https://twitter.com/AxisBank/status/1969943288552796183?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1969943288552796183%7Ctwgr%5E185dca89ff1debdbe43a868261ff3c562947e01d%7Ctwcon%5Es1_c10&ref_url=https%3A%2F%2Fwww.opindia.com%2F2025%2F09%2Fchristianisation-of-hindu-festivals-axis-bank-new-ad-campaign-featuring-a-santa-claus-at-navratri-garba-event%2F
It’s clearly the same Santa Claus typically associated with Christmas. By placing him in the middle of Hindu festivals, the ad seems to be sending a message that festivals are for everyone, and celebrations should transcend religious boundaries. In other words, it’s the familiar narrative of secularism, delivered, yet again, specifically during Hindu festivals.
The advertisement features a Garba dance during Navratri, when suddenly Santa Claus makes an unexpected appearance. Axis Bank uses this concept to promote its festive offers, which span from Navratri to Deepawali, and continue through to Christmas.
Social media backlash over Axis Bank’s ‘Christianisation’ ad
The advertisement has sparked widespread outrage on social media, with many users accusing Axis Bank of promoting “Christianisation.” Calls for the ad to be taken down have gained momentum, and on Twitter/X, a boycott campaign against the bank began trending under a popular hashtag.
An X user, The Jaipur Dialogues, posted: “Axis Bank is celebrating Navratri with Santa Claus. This is an outrageous insult to Hindu festivals. The ad must be withdrawn immediately, or the bank should be prepared to face a boycott. They need to be taught a lesson.”
The Christianization of Navratri?@AxisBank is mocking Hinduism by depicting Santa Claus distributing gifts during Navratri and plans to continue this throughout all upcoming Hindu festivals!https://t.co/je5a6dXOpN
— Treeni (@treeni) September 22, 2025
Another user, Treeni, wrote: “Christianisation of Navratri? Axis Bank is mocking Hindu traditions by showing Santa Claus handing out gifts during Navratri, and it looks like they intend to do the same for other upcoming Hindu festivals too!”
“Axis Bank has Christianised Navratri. Why is it that such tampering happens only with Hindu festivals? Would they dare show Santa Claus in an Eid ad? Or use Islamic symbols in a Christmas ad? Then why insert Santa into Navratri?” an outraged user wrote on X.
A user named Advaita commented: “I’m going to review my insurance plan, and I’ll be closing my account because of this nonsense. What connection does this guy have with our Navratri? ”Vaishali Mishra asked, “Would you dare create a similar ad for Eid or any other Muslim festival?”
Targeting Hindu festivals in the name of ‘Secularism’
Axis Bank has once again followed the familiar script of preaching “secularism”, selectively, and only during Hindu festivals. The pattern is predictable: Hindu traditions are diluted, universalised, or even mocked, while other religious practices remain untouched and unchallenged.
A similar controversy erupted in 2020 with Tanishq’s Deepawali ad, which was accused of promoting ‘love jihad’ by showcasing a Hindu woman’s baby shower hosted by her Muslim in-laws. The campaign drew sharp criticism, especially as it coincided with reports of disturbing real-life cases involving Hindu girls.
Brands repeatedly use the guise of “secular advertising” to push narratives that often depict Hindus as intolerant and Muslims as perpetual victims. The pattern is clear: Ramadan advertisements never showcase Hindu traditions, and Christmas commercials don’t feature Deepawali lamps. Yet, during festivals like Navratri or Deepawali, companies like Axis Bank suddenly feel the urge to preach that “festivals are for everyone.”
