Diwali ads sans bindi: Reflecting SoBo beliefs, not anti-Hindu sentiment

The custom of wearing a bindi dates back centuries, and some sources suggest it has roots in ancient Hindu rituals

Social media activist Shefali Vaidya first started a campaign #NoBindiNo Business way back in 2021. The movement was triggered by FabIndia’s launch of its Diwali collection titled Jashn-e-Riwaaz. The campaign faced a huge backlash on social media over accusations of cultural (mis)appropriation and “de-Hinduisation” of Hindu festivals. In response to the uproar, FabIndia first clarified that the collection was not intended to be for Diwali alone but then quickly caved in and rebranded the offering as Jhilmil Si Diwali. Ms Vaidya’s hashtag, meanwhile, gained massive momentum, with her video crossing two million views in no time.

 

But the bigger thrust