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Instances Of Secularization And De-Hinduization Of Deebavali By Brands And Institutions

October 28, 2024
The Commune

Over the years, Hindu festivals have become platforms for virtue signalling and activism. One can also see the secularization of one of the most important festivals of Hindus: Deepavali.

In the past few days, two educational institutions have been criticized for participating in this secularization.

On 24 October 2024, Lady Shri Ram (LSR) College’s annual Diwali Mela, titled “Noor,” sparked controversy as it was seen as “Islamising” the Hindu festival by using Urdu terminology. Held by LSR’s National Service Scheme, this year’s event featured the theme “Nazm-e-Bahar: An Ode to the Light Within” and aimed to support small and women-run enterprises. However, Hindus criticized the choice of “Noor” instead of “Diwali,” as it undermined the festival’s traditional Hindu context. This was seen as an attempt to “Urdu-ize” Diwali. Faculty and students defended the name, stating that “Noor” has been the event’s title for years without issue.

It is noteworthy that in 2023, they had called it Jashn-e-Abha. 

The annual mela last year was called ‘Noor,’ with the official hashtag for the event being #NoorEInayat.

On 27 October 2024, the Academics & Career Council (ANC) of the Indian Institute of Technology (IIT) Kanpur shared a poster of their Diwali celebrations event named as “Jashn-e-Roshni”. Following backlash, the post was deleted.

Let’s take a look at another government institution, the FSSAI for indulging in something similar in 2023. The Food Safety & Standards Authority of India (FSSAI) faced backlash on social media over a rumored invitation to a Diwali event allegedly titled “Jashn-e-Roshni.”

Although FSSAI clarified that it had not organized any event under this name and discredited the circulating image as unofficial, public outrage persisted. Many users felt that renaming Diwali with an Urdu term was inappropriate. FSSAI acknowledged, however, that in 2022 it had indeed held a similar event, “Jashn-e-Roshni,” as part of its festive celebrations, which included cultural activities and competitions for staff.

Hinduphobic Ads During Deepavali

Here’s a look at past instances where ads from major Indian brands targeted Hindu festival Deepavali:

In 2020, Tanishq encountered significant backlash over a Diwali advertisement featuring actors Neena Gupta, Nimrat Kaur, Sayani Gupta, and Alaya F discussing the significance of the festival. Sayani Gupta’s call for a cracker-free Diwali upset many Hindus on Twitter, resulting in widespread criticism. In light of the negative reactions, Tanishq opted to withdraw the ad.

Fabindia drew backlash with its festive collection named ‘Jashn-e-Riwaaz,’ which used Urdu, the language associated with Islamic culture, to promote Diwali attire, sparking a debate over cultural misrepresentation. The ad was later removed from the platform.

In the past, to modernise Deepavali, brands like Cadburys tried to detach the traditional sweet making from the celebrations with ads like these.

Virtue-Signalling/Awareness Activism During Deepavali

How can we forget the massive campaign by film stars, sportspersons and influencers alike gaslighting Hindus into celebrating a noiseless, smokeless Deepavali. Here are a few such gems from the past.

Noiseless Deepavali

Since Deepavali is said to be a festival of lights, several brands came forward with ad campaigns gaslighting Hindus into not purchasing crackers. The noiseless Deepavali was one of the biggest campaigns that was run by several corporate houses. They gave excuses like make it safe for animals who get scared by the noise or make it noise-free for babies and elderly.

In 2020, Tata Motors launched the ‘Silent Diwali Film’ to promote a safe, pollution-free Diwali while encouraging viewers to adopt electric mobility for a sustainable future. The video contrasted the excitement of lighting firecrackers with the environmental harm they cause, showcasing nature’s beauty amid chaos. It emphasized that the loudest statement can be the quietest, highlighting the Nexon EV, India’s best-selling electric car, which operates with minimal noise.

The most recent one from the corporate stable is GRT group. In an advertisement in print and on their social media, they called for silence and care to make noise this Deepavali!

Smoke-Free Deepavali

Actors like Priyanka Chopra, who contracted asthma only during Deepavali, made her presence known by requesting every Hindu not to burst crackers to celebrate a green Deepavali.

Radio City used children and their love for crackers to promote a “smoke-free” Deepavali.

These are just a few advertisement campaigns and instances of secularization of the Hindu festival of Deepavali. Thanks to the constant virtue signalling, Hindus are rebelling more and more and celebrating Deepavali like it should be celebrated – with pomp, splendour, sweets, savouries, and lots of crackers!

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