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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

Congress, BJP attack Bhagwant Mann over remarks on Punjab blasts

Congress and BJP have jointly criticised Punjab CM Bhagwant Mann after he linked recent blasts near defence sites to political motives, triggering a controversy.

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Bhagwant Mann

A political row has erupted in Punjab after Chief Minister Bhagwant Mann linked recent blast incidents to political motives, drawing sharp criticism from both the Congress and the Bharatiya Janata Party (BJP).

The controversy follows two low-intensity explosions reported within a short span of time — one near the Border Security Force (BSF) headquarters in Jalandhar and another close to an army cantonment area in Amritsar. The incidents raised concerns over security, particularly given the sensitive nature of the locations.

In response, Mann suggested that the blasts could be part of a larger political strategy. His remarks triggered a strong backlash, with opposition parties accusing him of politicising a serious security issue.

Leaders from the Congress criticised the Chief Minister’s statement, calling it inappropriate and alleging that such comments undermine the gravity of the situation. They stressed that matters related to national security should be handled with caution and responsibility.

The BJP also joined the criticism, questioning the basis of Mann’s claims and urging the state government to focus on investigation and law enforcement instead of making political allegations.

The developments have led to an unusual moment where both Congress and BJP appear aligned in their criticism of the Aam Aadmi Party-led government in the state.

Meanwhile, the blasts themselves have intensified concerns over safety in border regions, with authorities continuing their investigation into the incidents. No casualties were reported, but the proximity to defence establishments has made the issue particularly sensitive.

The episode has further escalated political tensions in the state, with security and accountability emerging as key points of debate.

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India News

Himanta Biswa Sarma resigns as Assam chief minister, oath ceremony likely after May 11

Himanta Biswa Sarma resigns as Assam Chief Minister after BJP-led NDA’s victory. He will continue as caretaker CM until the new government is sworn in after May 11.

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Himanta sharma

Assam Chief Minister Himanta Biswa Sarma resigned from his post on Wednesday, paving the way for the formation of a new government after the BJP-led NDA secured a decisive victory in the 2026 Assembly elections.

Sarma submitted his resignation to Governor Lakshman Prasad Acharya at Lok Bhawan in Guwahati. The Governor accepted the resignation and asked him to continue as the caretaker Chief Minister until the new government takes charge.

The resignation comes after the NDA’s strong electoral performance, where the alliance won a clear majority in the 126-member Assembly, ensuring its return to power for another term.

Oath ceremony expected after May 11

Speaking to reporters after submitting his resignation, Sarma said the swearing-in ceremony for the new government is likely to be held after May 11.

He indicated that Prime Minister Narendra Modi has been invited to attend the ceremony but is unavailable until May 11, which has influenced the tentative schedule.

Decision on next chief minister soon

Sources suggest that central observers, including senior BJP leaders, are expected to arrive shortly to oversee the selection of the legislature party leader. The newly elected MLAs will then decide on the next Chief Minister.

Despite the formal resignation, party sources indicate that Sarma is likely to continue in the role for another term, given the BJP’s strong mandate in the state.

The move marks the beginning of the government formation process in Assam following the election results declared earlier this week.

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Rahul Gandhi and Vijay alliance took shape through backchannel talks, early signals from Congress leaders

Congress outreach and political calculations led to Rahul Gandhi and Vijay coming together after the Tamil Nadu 2026 election results.

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The coming together of Rahul Gandhi and actor-politician Vijay in Tamil Nadu after the 2026 Assembly elections was not sudden, but the result of behind-the-scenes political manoeuvring and early signals within the Congress.

According to media reports, some leaders in the Tamil Nadu Congress had already sensed the scale of Vijay’s surge during the campaign, anticipating what was later described as a “wave” in favour of his party.

After the results, where Vijay’s Tamilaga Vettri Kazhagam (TVK) emerged as the single largest party but fell short of a majority, communication channels between the Congress leadership and Vijay quickly became active.

A key moment in this evolving political equation was a phone call from Rahul Gandhi to Vijay, congratulating him on the party’s strong performance. The conversation was seen as more than a courtesy, signalling the possibility of cooperation at a time when government formation required additional support.

Reports indicate that discussions within Congress weighed the political benefits of supporting Vijay, especially given the shifting dynamics in the state where traditional dominance by major Dravidian parties has been challenged.

With TVK needing allies to cross the majority mark, Congress emerged as a potential partner, leading to a broader political realignment in the state. This development also triggered tensions within opposition alliances, highlighting the strategic importance of the decision.

The evolving partnership reflects a mix of electoral pragmatism and changing voter sentiment, particularly the growing influence of younger voters, which leaders acknowledged as a key factor in the election outcome.

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