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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

Thackeray cousins reunite for Mumbai civic polls, announce Shiv Sena UBT–MNS alliance

Uddhav and Raj Thackeray have reunited after two decades, announcing a Shiv Sena–MNS alliance for the upcoming BMC elections with a focus on Marathi identity.

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The long political estrangement between Uddhav Thackeray and Raj Thackeray has ended, with the cousins formally announcing an alliance for the upcoming Brihanmumbai Municipal Corporation (BMC) elections. The joint decision marks a significant shift in Mumbai’s civic politics, placing Marathi identity at the centre of the campaign.

At a joint press conference, Raj Thackeray declared that the Shiv Sena and Maharashtra Navnirman Sena (MNS) would contest the local body elections together. He asserted that Mumbai would get a Marathi mayor, adding that the mayor would come from the Shiv Sena–MNS alliance. Uddhav Thackeray, seated alongside him, echoed the confidence, stating that Mumbai would remain with them “come what may”.

Focus on unity and Marathi identity

Uddhav Thackeray underlined the importance of unity, invoking the slogan “batenge toh katenge” to warn against division. Raj Thackeray said the alliance would work to ensure that Marathi people get what they want, reinforcing the emphasis on regional identity that once defined the politics shaped by Shiv Sena founder Bal Thackeray.

The cousins, who have come together after nearly two decades, also appealed to leaders and workers unhappy with the Shiv Sena faction aligned with the BJP to join their front. The message was aimed at consolidating forces opposed to the ruling coalition in the state.

Seat-sharing and poll preparations

Elections to the BMC are due within a month, with voting scheduled for January 15. Political parties have already begun preparations for a high-intensity campaign to gain control of the country’s richest municipal body.

Uddhav Thackeray said that seat-sharing arrangements for Mumbai, Nashik and other municipal bodies have been finalised, though details were not disclosed. Sources indicated that the Shiv Sena faction led by Uddhav Thackeray could contest around 145–150 seats, while the MNS may field candidates in 65–70 seats. The remaining seats are expected to be contested by allies, including a faction of the NCP.

Strategic reunion against rivals

The alliance shifts the political narrative from disputes over the “real Sena” to a united front led by the Thackeray family, signalling continuity with Bal Thackeray’s legacy. Party leaders described the reunion as a moment of significance for Marathi voters and Maharashtra.

The combination brings together Uddhav Thackeray’s support among traditional Sena loyalists and Raj Thackeray’s appeal among younger voters, positioning the alliance as a key challenger in the civic polls. Raj Thackeray’s return to the fold is also expected to consolidate the Marathi vote bank that had earlier moved towards the MNS, impacting rival formations in Mumbai.

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Nitin Gadkari flags Delhi air pollution, says two-day stay causes infection

Union minister Nitin Gadkari says spending two days in Delhi leads to infection, flags fossil fuel use as a major cause of pollution and calls for alternative energy solutions.

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Union Minister Nitin Gadkari

Delhi’s worsening air quality has drawn sharp criticism from within the ruling BJP, with Union minister Nitin Gadkari saying that even a brief stay in the national capital affects his health.

Speaking at a public event in Delhi, Gadkari remarked that spending just two days in the city results in an infection, raising questions over why the capital continues to struggle with severe pollution levels. His comments come at a time when the Air Quality Index has remained in the ‘very poor’ and ‘severe’ categories for weeks.

The Union minister, who handles the road transport and highways portfolio, acknowledged that the transport sector plays a major role in pollution. He said around 40 per cent of pollution is linked to fossil fuel usage and pointed out that India spends nearly Rs 22 lakh crore on importing fossil fuels, which also contributes to environmental damage.

Gadkari pushes for alternative fuels and exports

Gadkari stressed that promoting alternative fuel and biofuel technologies should be seen as a form of true nationalism. He argued that reducing imports and increasing exports would strengthen the country economically while also addressing pollution. According to him, resistance to eco-friendly technologies remains a major hurdle despite their long-term benefits.

Remarks on communal issues and secularism

During the same address, Gadkari said it was incorrect to label every Muslim as a terrorist, emphasising that there are varying degrees of extremism. He cited former President A P J Abdul Kalam as a national icon and underlined the importance of education, especially among marginalised sections.

He further claimed that Hindu-Muslim tensions in the country are a result of vote bank politics pursued by the Congress. Defining secularism as “justice for all”, Gadkari said policies driven by electoral considerations had created divisions. He asserted that Indian culture is neither communal nor casteist and described Hindutva as tolerant and inclusive.

Reiterating views earlier expressed by former prime minister Atal Bihari Vajpayee, Gadkari said India was, is, and will remain a secular country, rooted in its cultural traditions that advocate welfare for all.

Political reactions over pollution issue

The BJP-led governments at the Centre and in Delhi have faced criticism over their handling of air pollution. Congress leader Imran Masood responded to Gadkari’s remarks by saying that the minister had at least acknowledged the seriousness of the problem. He added that pollution cannot be attributed only to vehicles, noting that similar vehicles operate outside Delhi as well.

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Over 24 lakh voters dropped from Kerala draft electoral roll after special revision

The Election Commission has removed over 24 lakh names from Kerala’s draft voter lists after verification during the Special Intensive Revision process.

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Over 24.08 lakh electors have been removed from the draft voter lists in Kerala following the completion of the Special Intensive Revision (SIR) exercise, with the Election Commission publishing the updated draft electoral roll on Tuesday.

As per official data, Kerala has a total of 2,78,50,855 registered electors. Of these, 2,54,42,352 electors submitted their Enumeration Forms during the revision process, which concluded on December 18.

The poll body said the deletions were carried out after verification and were linked to multiple factors, including electors shifting to other states or Union Territories, voters found to be non-existent, individuals who did not submit enumeration forms within the stipulated time, and those who chose not to continue their registration.

Break-up of deleted names

According to the Election Commission, the deleted entries include 6,49,885 names of deceased voters, accounting for 2.33 per cent of the electorate. Another 14,61,769 voters, or 5.25 per cent, were removed after being found shifted or absent, while 1,36,029 voters, around 0.49 per cent, were deleted for being enrolled at multiple locations.

Claims and objections window open

Although the enumeration phase has ended, eligible citizens can still seek corrections. The Commission has opened a claims and objections period from December 23 to January 22, 2026, allowing applications for inclusion of eligible voters or removal of ineligible names from the rolls.

The final electoral roll for Kerala is scheduled to be published on February 21, 2026.

Awareness drives and field-level efforts

The Election Commission said extensive awareness campaigns were conducted across the state to ensure maximum participation. Senior election officials held regular meetings with political parties at the state, district and assembly constituency levels to explain the revision process and share progress updates.

Booth Level Officers (BLOs) carried out house-to-house visits to all electors listed as of October 27, distributing Enumeration Forms and making at least three follow-up visits for collection. Booth Level Agents were permitted to submit up to 50 forms per day to strengthen coordination at the grassroots level.

To support field staff, BLOs were assisted by Anganwadi workers, students from NCC, NSS and election literacy clubs, volunteers, revenue officials and social work students. The poll body said more than 93 per cent mapping of collected forms was achieved through repeated training sessions, video tutorials and doubt-clearing programmes.

Special initiatives during SIR

During the exercise, the Chief Electoral Officer of Kerala launched motivational and outreach initiatives aimed at supporting election staff managing the heavy workload of digitising voter data. District-level programmes were also rolled out to recognise and motivate BLOs and supervisors completing digitisation targets.

In areas with weak network connectivity, a community-based digitisation model was adopted, where BLOs collectively digitised forms from locations with better internet access. Special urban camps were organised across all wards of urban local bodies to ensure comprehensive coverage of city voters.

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