‘Crazy how people have trouble with this’: Javed Akhtar on Fabindia’s Jashn-e-Riyaz ad

Javed Akhtar said that he did not understand the point of conflict in the Fabindia-Jashn-e-Riyaz controversy. (Photo Credits: PTI)

Javed Akhtar said that he did not understand the point of conflict in the Fabindia-Jashn-e-Riyaz controversy. (Photo Credits: PTI)

Mumbai: Veteran screenwriter Javed Akhtar on Thursday said he “fails to understand” how a section of people objected to the name of clothing brand Fabindia’s latest collection ‘Jashn-e-Rivaz’ because of the meaning of the Urdu phrase. It is a “festival of tradition”.

The brand was accused of “distorting” the Hindu festival of Diwali by naming its festive collection Jashn-e-Rivaz (Celebration of Tradition). It eventually withdrew the promo after backlash from right-wing groups.

Akhtar in a tweet wondered what was the point of controversy.

“I fail to understand why some people have a problem with Fabindia’s jashn-e-custom. Which in English means nothing but ‘celebration of tradition’.” How and why can this be a problem for anyone. This is crazy.” wrote the 76-year-old author.

Earlier, actor Swara Bhaskar had dismissed the call to boycott the brand by tweeting “Jashn-e-Bewakoofi (Festival of Foolishness)”. Fabindia was trolled on social media after the brand posted about the Jashn-e-Riyaz collection on Twitter on October 9, for what some said was a Hindu festival with “unnecessarily secularism and Muslim ideologies”. was uplifted”, claiming that it hurt their religious sentiments.

BJP Yuva Morcha president Tejashwi Surya was also among those targeting the ad, calling it the “Abrahamization of Hindu festivals” and tweeting that brands like Fabindia “will face economic cost for such deliberate misadventure”.

However, the company insisted that this is not its Diwali collection, which will be launched soon as part of the ‘Jhilmil Si Diwali’ (A Glorious Diwali) promo.

‘Jashn-e-Rivaz’ is an Urdu phrase, which originated in India.

The ethnic retail behemoth joins the list of brands that have faced right-wing wrath lately.

An advertisement featuring superstar Aamir Khan for tire maker CEAT Ltd, in which he is seen advising people not to burst crackers on the roads, was objected to by BJP MP from Karnataka Ananthkumar Hegde, who asked the company to name the roads. To solve the problem of blocking. Noise emanating from namaz and mosques during azan.

Consumer goods giant Dabur also pulled back a Karva Chauth advertisement featuring a gay couple, celebrating inclusion, equality and a progressive approach to marriage.

Tata Group’s jewelery brand Tanishq was also forced to withdraw an advertisement that showed an inter-religious couple attending a baby shower hosted by their Muslim in-laws for a Hindu bride. The company withdrew the ad soon after being trolled for its physical threats to the company’s employees and stores.

Clothing brand Manyavar has found itself under fire on social media after its advertisement in Bollywood star Alia Bhatt’s wedding dress appeared to question an age-old tradition.

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