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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.

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MK Stalin predicts frequent PM Modi visits to Tamil Nadu before assembly election

MK Stalin has said Prime Minister Narendra Modi will visit Tamil Nadu more often ahead of the Assembly election, calling the tours politically motivated and questioning the Centre’s support to the state.

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Tamil Nadu Chief Minister M. K. Stalin has predicted that Prime Minister Narendra Modi will increase his visits to the state as the Assembly election, expected in April or May, draws closer.

Speaking ahead of the polls, the DMK president said the Prime Minister has already begun touring Tamil Nadu and is likely to visit frequently in the coming months. He claimed that such visits could create discomfort within the BJP-led National Democratic Alliance (NDA), as alliance partners may fear the political impact of repeated appearances.

Stalin calls visit politically motivated

The Chief Minister described the Prime Minister’s scheduled programmes in the state as “politically motivated”. PM Modi is set to attend various events in Madurai in southern Tamil Nadu, including the inauguration of the first phase of the AIIMS hospital project. He is also expected to visit the Thiruparankundram Temple amid the Karthigai Deepam-related controversy and participate in a public meeting organised by the NDA.

Stalin said he has been working for all sections of the population, including those who did not vote for his party. In contrast, he remarked that some leaders are visible in the state only during election time and increase their visits as polls approach.

Criticism over Union Budget allocations

The DMK leader also criticised the BJP-led central government, accusing it of neglecting Tamil Nadu. He pointed out that while approval was recently granted for the Gujarat Metro project, there were no major announcements or allocations for Tamil Nadu in the Union Budget.

Stalin asserted that voters would remember the lack of significant measures for the state. He framed the upcoming election as a contest between Tamil Nadu and the NDA, stating that the state should be governed from Fort St George in Chennai rather than from Delhi.

The ruling DMK is currently allied with several smaller parties and, at present, the Congress, as it seeks a third consecutive term in office. Its principal rival, the AIADMK, is aligned with the BJP as part of the NDA.

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Shashi Tharoor questions Centre over Kerala name change to Keralam

Shashi Tharoor has criticised the Centre’s decision to approve renaming Kerala as Keralam, questioning its impact and pointing to the lack of major projects for the state.

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Congress MP Shashi Tharoor has criticised the central government over its decision to approve the renaming of Kerala as ‘Keralam’, arguing that the move prioritises symbolism over development.

Reacting to the Union Cabinet’s approval, Tharoor said that the state’s name has always been ‘Keralam’ in Malayalam and questioned the practical impact of introducing the Malayalam term into English usage.

“It has already been ‘Keralam’ in Malayalam. So now, a Malayalam word is coming into English. I don’t know what difference it makes,” he said, adding that the state has not received major projects such as an AIIMS or new institutions from the Centre. He also pointed out that no significant allocations were made for Kerala in the Union Budget.

In a separate post on X, Tharoor raised what he described as a “small linguistic question” about what residents of the state would be called if the name change is implemented. Referring to existing terms such as “Keralite” and “Keralan”, he remarked that alternatives like “Keralamite” sounded like a microbe and “Keralamian” like a rare earth mineral.

The Union Cabinet, chaired by Prime Minister Narendra Modi, cleared the proposal on Tuesday. The move comes ahead of the upcoming state Assembly elections, in which 140 members of the legislative assembly are to be elected. The poll schedule is yet to be announced by the Election Commission of India.

The state assembly had earlier passed a resolution seeking the change in official records. Chief Minister Pinarayi Vijayan had moved the resolution in 2024, urging the Union government to adopt the name ‘Keralam’ in all languages listed in the Eighth Schedule of the Constitution.

He had stated that the demand for a united Kerala for Malayalam-speaking people dates back to the national freedom movement.

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Tamil Nadu potboiler: Now, Sasikala to launch new party ahead of election

Sasikala has announced the launch of a new political party ahead of the Tamil Nadu Assembly elections, positioning herself against AIADMK chief Edappadi K Palaniswami.

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In a significant political development ahead of the Tamil Nadu Assembly elections, expelled AIADMK leader V. K. Sasikala has announced that she will float a new political party and contest the polls by fielding her own candidates.

Speaking in Madurai before heading to Pasumpon for a public event, Sasikala said she would unveil her party’s flag later in the evening. She indicated that more details regarding the party’s structure and plans would be shared at the gathering.

The event venue carries political symbolism. Pasumpon is the birthplace of Thevar leader Muthuramalinga Thevar, and Sasikala herself belongs to the influential Thevar community in southern Tamil Nadu. The programme was held as part of birth anniversary events of former Chief Minister J. Jayalalithaa.

Direct challenge to EPS

Sasikala’s move is being viewed as a direct political challenge to AIADMK general secretary Edappadi K. Palaniswami (EPS). After Jayalalithaa’s death in 2016, Sasikala briefly took control of the party and had appointed Palaniswami as Chief Minister. However, following her conviction in the disproportionate assets case, she served a four-year prison term, and during that period, she was expelled from the party.

Palaniswami later aligned with O. Panneerselvam, whom Sasikala had earlier removed from the Chief Minister’s post. The two leaders subsequently adopted a dual leadership arrangement within the party and government.

Sasikala remains disqualified from contesting elections until 2027 due to her conviction. Nevertheless, she has stated that she intends to field candidates under her new party banner.

Fragmented Thevar vote base

Over the years, expulsions within the AIADMK — including Sasikala, her nephew TTV Dhinakaran and O Panneerselvam — have led to divisions within the Thevar support base. Political observers have linked this fragmentation to the party’s weakened electoral performance in the elections following Jayalalithaa’s passing.

While Dhinakaran has returned to the NDA fold, reports suggest Palaniswami is opposed to any arrangement that includes Sasikala or Panneerselvam. OPS, meanwhile, has exited the NDA.

Sasikala has repeatedly criticised Palaniswami, describing him as a betrayer, while he maintains that his leadership stems from the support of AIADMK legislators rather than her backing.

The AIADMK has not issued an official statement on Sasikala’s announcement. However, a senior party leader questioned her political standing, pointing out her disqualification from contesting elections and referring to legal issues linked to Jayalalithaa’s death.

With the Assembly polls approaching, Sasikala’s re-entry into active politics could further complicate the opposition space in Tamil Nadu and influence electoral calculations, particularly in the southern districts.

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