When you have a quick look around your surroundings, you sniff out different brands and vastly varying fashion cultures that these brands run on. Brands revolve around different assorted utilities that include clothing, jewelry, furniture, groceries, crockery serving as basic platter giving rise to more classifications of branded products.

Now there are thousands to probably lakhs of brands in the market and trade region. Brands at regular interludes, propose to serve through brand campaigns. Brand campaigns mainly confide in with one goal and that is to differentiate one’s own product from the like products of competitor companies.

However, brand campaigns have tribulated through drawbacks when boycott culture steps in line. The culture format enables trending boycott hashtags, backlash, and communist ideologies related in particular to faith, religion, gender, belief, oppression, war crimes, hate crimes, and the list proceeds on with unending objectives on social media handles.

The boycott culture that trends in India explicitly lays grounds for criticism of brands on intercultural related advertisements promoting brand campaigns.

Brands that Were on the Receiving Ends of Hate and Criticism on Social Media Handles

Recently one brand campaign advertisement has received enormous amounts of backlash on the intercultural ad compilation ideas by these brands while several others have been subjected to boycott ventures by the public. Let’s have a quick glance at a few.

Ekatvam Campaign by Tanishq

last year, Tanishq, a jewelry corporative brand under Ekatvam campaign, practiced to create a commercial which held religion-culture uniting values where a Hindu woman married in a Muslim family is expecting and the ritual to this occasion awaits her. The Muslim family goes beyond their customs to celebrate love for their daughter-in-law and performs the ritual.

The advertisement was flooded with backlash with trending #boycotttanishq allegedly accused of promoting ‘love jihad’ ideology. Individuals expressed hate for ostensibly disrupting values of Hindu community and few even ‘vowed’ to not buy from Tanishq.

Hate comments and criticism even promoted the idea of switching ad’s concept to a Muslim girl and a Hindu boy instead.

Jashn-e-Rivaaz Campaign by FabIndia

Last week, the Jashn-e-Rivaaz campaign by FabIndia captivated loads of criticism and hate over the recent Diwali themed commercial of a branded collection of traditional dresses. The campaign tag Jashn-e-Rivaaz’ has been the direct cause of denunciation from public for allegedly mixing traditional Diwali term with this certain phrasing believed to uplift secularism and Muslim ideology and that it countered as a disrespect to Hindu beliefs.

Meanwhile, Rajkumar MLA, member of BJP tweeted;

BJP leader. Tejaswi Surya also slammed the brand for ‘deliberate attempt of abrahamisation of Hindu festivals.’

Ranglayesang brand campaign by Surf Excel

The beautifully presented commercial by Surf excel under the initiation of campaign Ranglayesang’ was also caught off guard by the sudden baseless backlash from the communal society on social media through boycott hashtags.

The ad commercial depicts how a Hindu-Muslim friendship is strengthened through light of traditional festivals in particular as Holi where a Hindu girl child offers help to his Muslim boy child friend as he is off to a mosque for Namaz so that he reaches their clean. The ad on the contrary is basically a representation of love and unity in diversified India. 

Who’s to Suffer and Who’s to be Held Accountable in the Long Run?

The youth of modern and civilized era of India rather than forging further with a perceptual belief in unity among different cultures and faith which are the basis of India’s beauty instead is receding into discriminative and conservative era. India’s sole development depends on this youth and unless it would beg to differ, the country will see no change.

The diversity of values, beliefs, customs, faith and culture has to be respected in the society. It promotes a sense of dignity for individuality where everyone is different than the other.

The brands invest almost 100% of their determination, hard work, with almost 50-60% of investment on a large scale into these campaigns that would just require a simple condemning tweet to wither its goal, investment, determination and likewise efforts put into consideration for the triumph of the campaign.

This culture is an unending scenario unless the people especially the youth espouse to stand for a better change, to understand that there is no place for communists and haters to buildup a modern India where one’s rights and grandeur aspects can’t be respected whether from any faith or culture or gender.

Thus, as an individual it must be a take up of every citizen to encourage secular and equally dignified beliefs. There is a need to understand the firmness of serene and productive purpose and tenacity of the brand team in implementing a campaign.

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