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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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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

PM Modi accuses Congress of anti-Sikh bias over Rahul Gandhi’s ‘traitor’ remark

Prime Minister Narendra Modi accused Rahul Gandhi of targeting BJP MP Ravneet Singh Bittu with a ‘gaddar’ remark because of his Sikh identity while speaking in the Rajya Sabha.

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Prime Minister Narendra Modi on Wednesday launched a sharp attack on Leader of the Opposition Rahul Gandhi, alleging that his “traitor” remark against BJP MP Ravneet Singh Bittu reflected the Congress party’s animosity towards the Sikh community.

The Prime Minister made the remarks in the Rajya Sabha while replying to the motion of thanks on the President’s address. Referring to an incident in the Parliament complex a day earlier, Modi said Gandhi’s comment had crossed all limits of political decency.

The controversy stems from a protest by suspended Opposition MPs, during which Ravneet Singh Bittu — a former Congress leader who joined the BJP ahead of the 2024 Lok Sabha elections — allegedly made a remark suggesting the protesters were behaving as if they had won a war.

In response, Rahul Gandhi was heard saying, “A traitor is walking by, look at his face,” before approaching Bittu and extending his hand. Gandhi then reportedly added, “Hello, brother. My traitor friend. Don’t worry, you will come back.”

Bittu refused to shake hands with the Congress leader and instead described him as an “enemy of the country” before walking away from the scene.

While the Congress later clarified that Gandhi’s remark was aimed at Bittu for leaving the party, the BJP seized upon the comment, calling it an insult to the Sikh community. Protests were subsequently held by members of the Sikh community outside the Congress headquarters and at other locations.

Addressing the House, Prime Minister Modi said that many leaders had quit the Congress in the past and that the party itself had split multiple times, but none of those leaders had been labelled a traitor. “He called this MP a traitor because he is Sikh,” the Prime Minister alleged, as treasury bench members raised slogans condemning the remark.

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Manipur Assembly to meet at 4 pm today, floor test likely under new chief minister

The Manipur Legislative Assembly will convene at 4 pm today, with a floor test likely as the new chief minister seeks to prove his majority in the House.

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Manipur assembly

The Manipur Legislative Assembly will convene at 4 pm on Thursday in Imphal, a day after Yumnam Khemchand Singh was sworn in as the chief minister. A floor test is likely to be held on the first day of the session to establish the majority of the newly formed government.

In the 60-member Assembly, the BJP holds 37 seats, while its ally National People’s Party has six members, giving the ruling combine a clear majority in the House.

Singh chaired the first Cabinet meeting of his government late Wednesday evening, shortly after taking oath as the 13th chief minister of Manipur. The meeting marked the formal start of administrative functioning under the new Council of Ministers.

His appointment came nearly a year after the resignation of former chief minister N Biren Singh, who stepped down following months of ethnic violence between the Meitei and Kuki communities in the state.

After taking oath, Singh thanked Prime Minister Narendra Modi and said he would work with “utmost diligence to advance development and prosperity in Manipur,” aligning the state’s efforts with the vision of Viksit Bharat.

He said the government’s focus would be on inclusive economic growth while preserving Manipur’s cultural heritage, adding that he would discharge his responsibilities with sincerity and dedication, mindful of the trust placed in him.

The summoning of the 12th Manipur Legislative Assembly by Governor Ajay Kumar Bhalla, along with the first Cabinet meeting, signals the resumption of legislative and administrative processes in the state, officially bringing President’s rule to an end.

The sixth session of the 12th Manipur Legislative Assembly was last held from July 31 to August 12, 2024.

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PM Modi skips Lok Sabha reply as protests force repeated adjournments

PM Modi did not deliver his Lok Sabha reply today after sustained Opposition protests led to repeated adjournments over a dispute involving Rahul Gandhi’s proposed speech.

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Prime Minister Narendra Modi did not deliver his scheduled reply to the Motion of Thanks on the President’s address in the Lok Sabha today after sustained Opposition protests led to multiple adjournments of the House.

The disruption followed an escalation of tensions linked to Congress leader Rahul Gandhi’s proposed speech and the suspension of eight Opposition MPs a day earlier. The situation worsened after remarks made by BJP MP Nishikant Dubey during the proceedings.

Dispute over references to books sparks fresh ruckus

The controversy intensified when Nishikant Dubey responded to Rahul Gandhi’s demand to speak on national security and references to the unpublished memoirs of former Army chief General MM Naravane. Dubey said that while Gandhi wanted to quote from an unpublished book, he himself had brought several books that, according to him, made claims about the Gandhi family.

As Dubey began listing these books and their contents, strong protests erupted from Opposition members. Krishna Prasad Tenneti, who was presiding over the House at the time, cited Rule 349, which restricts members from reading out books, newspapers, or letters unless directly related to parliamentary business. Despite repeated warnings, the matter remained unresolved, leading to another adjournment.

Rahul Gandhi accuses government of silencing debate

Earlier in the day, Rahul Gandhi alleged that he was being prevented from speaking on an issue of national importance. He claimed the government was uncomfortable with references to General Naravane’s memoirs, which he said discussed the handling of the 2020 China border crisis.

In a social media post, Gandhi said he intended to present the Prime Minister with a book authored by the former Army chief, adding that some cabinet ministers had even questioned the existence of the book. He also wrote to Lok Sabha Speaker Om Birla after the suspension of eight Opposition MPs, alleging that parliamentary debate was being curtailed.

After it became clear that the Prime Minister would not speak in the House today, Gandhi posted that PM Modi had avoided Parliament because he was “scared” to face the truth. Congress MP Priyanka Gandhi Vadra echoed the allegation, claiming the Prime Minister was unwilling to enter the House.

Proceedings disrupted throughout the day

Lok Sabha proceedings were first adjourned until 2 pm amid loud protests over the issue linked to Naravane’s memoirs. Even after the House reconvened, disruptions continued, preventing normal business from resuming.

Later, Congress MPs staged a demonstration outside the Parliament complex, demanding that Rahul Gandhi be allowed to speak on the President’s address.

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