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No need for crackers this Diwali, your outrage is enough!

The festive season in India brings prodigious opportunities for brands to roll out their innovative advertisement campaigns.

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advertisement campaigns

By Shruti Kaushal

The festive season in India is the playground for brands to roll out their innovative ad campaigns. From homecoming to away-from-home tales, brands spare no efforts to pitch their products, and double their sale. However, ad campaigns in the digital age are not confined to sentimental tales and promoting preconceived beliefs. Along with exhibiting their creativity, brands are breaking new ground to drive home social messages along with festivals. But like elsewhere, there will always be those who will be the first to take offence, citing religious sentiments.

With each passing day, another social media outrage! With the internet being accessible to a large section of the population in India, social media outrage is a walk in the park. The latest victim is giant designer brand Sabyasachi Mukherjee’s mangalsutra campaign. The traditional neck ornament that is synonymous with love and the commitment of a wife towards her husband got a little adventurous and politically correct for the tastes of the outraging Outrams.

The campaign in question featured intimate portraits of women and men. It showed a woman in a plunging neck dress and posing intimately with a man. Followed by the launch of the campaign, Madhya Pradesh Home Minister Narottam Mishra joined the choir of “hurting Hindu sentiments”. The minister issued a 24-hour-ultimatum and threatened to send the police after him. And the designer chose to withdraw the ad.

Deja vu? Last week, another ad campaign by Dabur on Karwa Chauth also succumbed to social media outrage. The ad depicted an LGBTQ couple celebrating the Hindu festival Karwa Chauth, traditional et al but a tad regressive. Conventionally, a married woman fasts for her husband and pray for his longevity. Trolls called it obscene and yes, of course, the chorus sang “hurting religious sentiments”. Two years after the Supreme Court decriminalized IPC Section 377, allowing consensual sex between two adults of the same sex, the same Narottam Mishra got offended by the portrayal of a lesbian couple observing the festival.

Well, this is not it. Following the boycott ‘riwaaz’, social media users demanded the FabIndia’s Jashn-e-Riwaaz Diwali campaign to pull down their advertisement. The brand was ruthlessly trolled for unnecessarily uplifting secularism and hurting religious sentiments for using an Urdu phrase for a festival that is Hindu. Followed by the trolling, FabIndia was forced to withdraw its advertisement. It issued a statement saying that the collection was not a Deepavali collection and that its actual Deepavali collection will be called ‘Jhilmil si Diwali’. Barring a few, no one asked FabIndia why it won’t curate such an elaborate collection for Eid.

Read Also: Dhanteras 2021: Want to switch from Android to IOS? Check these festive deals

It’s Manyavar-Mohey’s turn now. The wedding advertisement featuring Bollywood actor Alia Bhatt hit headlines and joined the boycott trend earlier last month. Reason? For throwing light on how a girl child is considered as a liability in India who is just born to get married and go to her ‘own house’ which is her husband’s. The advertisement did not only trigger trolls but also nepotism destroyer-in-chief Kangana Ranaut, who felt the need for ‘re-establishment of Ram Rajya’, and bashed the ad for mocking Hindu rituals. However, the brand stood by its progressive message and opted not to withdraw the ad. Commendable, ain’t it?

https://www.instagram.com/p/CL4dQglJDfj/

The boycotting of ads has undeniably pushed us to wonder at both the creativity of a resilient few and the crass hypocrisy of the vast mob. Brands are spending massive budgets on socially conscious campaigns and using their creativity to speak up for progressive causes. So will you burst crackers or light them diyas, Happy Diwali to both parties! Save the outrage after November 4, thank you.

India News

Amit Shah praises Dharmendra Pradhan’s resignation, says Nation above post

Amit Shah hailed Dharmendra Pradhan’s resignation as Union Education Minister, saying BJP places the nation and students above any position while highlighting the government’s commitment to examination reforms.

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Amit Shah

Union Home Minister Amit Shah on Saturday praised Dharmendra Pradhan’s decision to step down as Union Education Minister, saying the move reflected the Bharatiya Janata Party’s commitment to placing the nation and students above any political position.

In a post on X, Shah said that for BJP workers, the country, its youth and students are more important than any office. He described Pradhan’s resignation as an example of the party’s guiding principle of prioritising national interest over personal ambition.

Shah highlights government’s focus on exam reforms

Amit Shah said the Narendra Modi-led government respects the sentiments of students and remains committed to strengthening the examination system following concerns over alleged paper leaks.

He said the Centre has introduced strict measures to ensure severe punishment for those involved in examination paper leaks and expressed confidence that these steps would deliver justice to students who cleared the National Eligibility-cum-Entrance Test (NEET).

Praises Pradhan’s work as Education Minister

Recalling Dharmendra Pradhan’s tenure, Shah highlighted several initiatives undertaken during his time in the Education Ministry. He credited Pradhan with helping implement the National Education Policy (NEP), expanding PM SHRI schools, promoting digital education, strengthening skill development and improving coordination between industry and academic institutions.

Shah also said Pradhan worked towards making examinations more inclusive and student-centric, adding that his tenure reflected his commitment to the vision of a developed India.

Resignation follows NEET controversy

Dharmendra Pradhan’s resignation comes amid nationwide protests over alleged irregularities in the NEET examination and growing demands for accountability.

The resignation has triggered political reactions across party lines. While opposition parties have described the development as a result of sustained student protests, BJP leaders have projected it as an example of accountability and commitment to national interest.

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India News

Assam flood death toll rises to 66, over 6.5 lakh people still affected

Assam’s flood situation improved slightly on Saturday, but more than 6.54 lakh people remain affected in six districts. Four fresh deaths have pushed the state’s flood toll to 66.

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Assam floods

The flood situation in Assam showed marginal improvement on Saturday, though the disaster continued to impact more than 6.54 lakh people across six districts. Four more deaths were reported during the day, taking the total number of fatalities in this year’s floods to 66.

According to the Assam State Disaster Management Authority (ASDMA), three of the latest deaths were reported from Sivasagar district, while one person lost their life in Charaideo.

The number of affected people declined from over 7.05 lakh across nine districts on Friday to 6,54,800 across six districts on Saturday, indicating a gradual improvement in the overall situation.

Sivasagar remains the worst-hit district

Among the affected districts, Sivasagar continues to be the worst hit, with nearly 2.9 lakh people impacted by the floods. Charaideo follows with around 1.9 lakh affected residents, while more than 1.3 lakh people remain affected in Jorhat.

The other districts still facing flood-related challenges are Dibrugarh, Golaghat and Nagaon.

Relief operations continue across affected areas

The ASDMA said the state administration is operating 274 relief camps and aid distribution centres across the affected districts. Around 18,902 displaced people are currently taking shelter at these facilities.

The latest daily bulletin also stated that floodwaters have inundated 810 villages across the state, while 34,970.8 hectares of agricultural land have suffered damage.

Rivers flowing above danger level

The floods have also damaged embankments, roads, bridges and other public infrastructure in several areas.

Authorities said the Dikhou River in Sivasagar and the Dhansiri River at Numaligarh are flowing above the danger level, and officials continue to closely monitor the situation.

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India News

UP Government forms new SIT led by 3 IPS officers to probe Ayodhya Ram Temple donation theft

The Uttar Pradesh government has formed a new SIT led by three IPS officers to investigate the alleged Ram Temple donation theft case in Ayodhya following Supreme Court directions.

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Ram Mandir

The Uttar Pradesh government has reconstituted a Special Investigation Team (SIT) headed by IG Kiran S, with DIG Somen Verma and SSP Dr Gaurav Grover as members, to investigate the alleged theft of donations meant for the Ram Temple in Ayodhya. 

The move comes after directions from the Supreme Court, which sought a reconstituted investigation team to ensure an independent and comprehensive probe into the allegations.

The newly formed SIT is expected to continue the investigation and submit a status report before the Supreme Court on July 27.

Senior IPS officers to lead the probe

According to the state government, the investigation will now be supervised by senior IPS officers.  The revamped SIT has been tasked with examining all aspects of the alleged embezzlement of temple donations and carrying the investigation forward.

The Supreme Court had observed that criminal investigations and technical examination of theft-related cases are more effectively handled by experienced police officers, leading to the reconstitution of the SIT under senior IPS leadership.

Probe to continue under court supervision

The case relates to the alleged embezzlement of offerings (chadhava) donated by devotees at the Shri Ram Janmabhoomi Temple in Ayodhya.

The Supreme Court is monitoring the investigation and will review the SIT’s status report at the next hearing.

Authorities are expected to continue examining evidence collected during the earlier stages of the investigation as the newly constituted SIT proceeds with the case.

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