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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

Shashi Tharoor warns US tariffs on Iran could make Indian exports unviable

Shashi Tharoor has warned that cumulative US tariffs linked to Iran trade could rise to 75%, making most Indian exports to America commercially unviable.

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Congress MP and chairman of the Standing Committee on Foreign Affairs Shashi Tharoor has expressed serious concern over the United States’ latest tariff announcement targeting countries that continue to trade with Iran, warning that such measures could severely impact Indian exporters.

Reacting to the decision by US President Donald Trump to impose a 25% tariff on countries doing business with Iran, Tharoor said Indian companies would struggle to remain competitive if cumulative tariffs rise to 75%. He noted that India was already at a disadvantage compared to several regional competitors.

Tharoor said he had been troubled by the US tariff regime from the outset, pointing out that India was initially subjected to a 25% tariff while rival exporting nations in Southeast Asia were charged significantly lower rates. According to him, countries such as Vietnam, Thailand, Indonesia, Pakistan and Bangladesh faced tariffs ranging between 15% and 19% on labour-intensive goods exported to the US.

He explained that the situation had worsened with additional sanctions-linked duties. With the existing 25% tariff, another 25% related to Russia-linked sanctions, and a further 25% tied to Iran-related measures, the total burden could rise to 75%. At that level, Tharoor said, most Indian exports would no longer be commercially viable in the American market.

While noting that certain sectors such as pharmaceuticals may continue to export as they are not heavily impacted by sanctions, he warned that other key export categories would be hit hard. Tharoor described the situation as very serious and said it required urgent attention.

The Congress MP also expressed hope that the newly appointed US Ambassador could help facilitate progress on a bilateral trade agreement. He stressed that India could not afford to wait through the entire year for a deal and said an agreement should ideally be concluded in the first quarter of 2026.

Commenting on recent diplomatic engagements between India and the US, Tharoor underlined the need for faster consensus on trade issues. He said that at tariff levels as high as 75%, the idea of a meaningful trade deal loses relevance. According to him, a rate closer to what the UK enjoys with the US, around 15%, would reflect the respect due to a strategic partner.

Tharoor’s remarks come after President Trump announced that any country continuing business with Iran would face a 25% tariff on all trade with the United States, a move that has raised concerns among several trading partners.

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Indian Army symbolizes selfless service and duty, says PM Modi on Army Day

PM Narendra Modi on Army Day praised the Indian Army as a symbol of selfless service and unwavering duty, saluting the courage and sacrifice of its soldiers.

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On the occasion of Army Day, Prime Minister Narendra Modi on Thursday paid tribute to the Indian Army, describing its soldiers as a symbol of selfless service who protect the nation with unwavering resolve, even in the most challenging circumstances.

In a message shared on social media platform X, the prime minister said the country salutes the courage and steadfast commitment of Indian Army personnel. He noted that their dedication to duty inspires confidence and gratitude among citizens across the country.

“Our soldiers stand as a symbol of selfless service, safeguarding the nation with steadfast resolve, at times under the most challenging conditions,” PM Modi said. He added that the nation remembers with deep respect those who have laid down their lives while serving the country.

Army Day is observed every year on January 15 to commemorate a historic moment in India’s military history. The day marks the appointment of Field Marshal K M Cariappa as the first Indian Commander-in-Chief of the Indian Army in 1949, when he took over from British officer General Sir F R R Bucher.

The occasion serves as a reminder of the Indian Army’s role in defending the country’s sovereignty and honour, as well as the sacrifices made by its personnel in the line of duty.

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Air India, IndiGo flights disrupted after Iran shuts airspace amid US tensions

International flights operated by Air India, IndiGo and SpiceJet were disrupted after Iran shut its airspace, forcing rerouting and cancellations.

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International flights operated by Air India, IndiGo and SpiceJet were disrupted on Thursday after Iran abruptly shut its airspace to commercial aircraft, triggering delays and cancellations on several long-haul routes.

Iran ordered the closure of its airspace without providing an official explanation, as tensions remain elevated between Tehran and Washington and protests continue across the country against Supreme Leader Ayatollah Ali Khamenei.

Indian airlines issue travel advisories

Air India said its flights overflying the region are now operating through alternative routes, resulting in longer flight times and possible delays. The airline also confirmed that some services have been cancelled where rerouting is not feasible.

“Due to the emerging situation in Iran and the subsequent closure of its airspace, Air India flights overflying the region are using alternate routing, which may lead to delays. Some flights are being cancelled where rerouting is currently not possible,” the airline said in a statement on social media.

Passengers were advised to check flight status before travelling to the airport, with the airline reiterating that passenger and crew safety remains its top priority.

IndiGo also acknowledged disruptions to its international network, describing the situation as a “sudden airspace closure” beyond the airline’s control. The carrier said it is working to assist affected passengers by offering alternative travel options.

Customers have been advised to use flexible rebooking options or claim refunds, depending on their preference.

SpiceJet issued a similar advisory, confirming that some of its flights have been impacted due to the closure of Iranian airspace.

Airspace shutdown linked to regional security concerns

According to official notices issued to pilots, Iran’s airspace closure is expected to remain in place until 7:30 am local time. The move comes amid heightened regional tensions and follows earlier shutdowns during military confrontations involving Israel earlier this year.

Aviation risk monitoring platforms have noted that several international airlines are already avoiding Iranian airspace, citing concerns over possible military activity, air defence operations and the risk of misidentification of civilian aircraft.

The situation continues to be monitored closely, with further disruptions possible if the airspace restrictions are extended.

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