Javed Akhtar on FabIndia's 'Jashn-e-Riwaaz' controversy: It's crazy how people have problem with it

Veteran screenwriter Javed Akhtar on Thursday stated he "fails to understand" how a piece of people took offence over the title of clothes model FabIndia's newest assortment 'Jashn-e-Riwaaz' because the Urdu phrase merely meant "a celebration of tradition". The model was accused of "defacing" the Hindu pageant of Diwali by naming its festive assortment Jashn-e-Riwaaz (celebration of custom). It ultimately withdrew the promo after backlash from right-wing teams.

In a tweet, Akhtar questioned what the purpose of battle was. "I failed to understand why some people have any problem with FabIndia's Jashn-e-Riwaj. Which in English means nothing but 'a celebration of tradition.' How and why anybody can have problem with that. It is crazy (sic)" the 76-year-old author wrote.

Earlier, actor Swara Bhasker had slammed the calls to boycott the model by tweeting, "Jashn-E-Bewakoofi (celebration of stupidity)." After the model posted concerning the Jashn-e-Riwaaz assortment on October 9 on Twitter, FabIndia was trolled on social media for what some stated was "unnecessarily uplifting secularism and Muslim ideologies" in a Hindu pageant, claiming it damage their spiritual sentiments.

BJP Yuva Morcha President Tejasvi Surya was additionally amongst those that focused the commercial, calling it "Abrahamisation of Hindu festivals" and tweeted that manufacturers like FabIndia "must face economic costs for such deliberate misadventures".

The firm, nonetheless, insisted that it was not its Diwali assortment, which might be quickly launched underneath 'Jhilmil si Diwali' (A glowing Diwali) promo.

'Jashn-e-Riwaaz' is a phrase in Urdu, a language that was born in India.

The ethnic retail behemoth joins an inventory of manufacturers that have not too long ago confronted the right-wing wrath. An commercial that includes famous person Aamir Khan for tyre maker Ceat Ltd, the place he's seen advising people to not burst crackers on the streets, was objected by Karnataka BJP MP Anantkumar Hegde, who requested the corporate to additionally tackle the problem of blocking roads within the title of Namaz and noise emitted from mosques throughout Azaan.

Consumer items large Dabur additionally withdrew an commercial for Karwa Chauth that celebrated inclusivity, equality and a progressive view of marriage that includes a lesbian couple.

Tata Group's jewelry model Tanishq too was pressured to withdraw an commercial that confirmed an interfaith couple at a child bathe organised for the Hindu bride by her Muslim in-laws. The firm withdrew the commercial after trolling quickly graduated to bodily threats to firm workers and shops.

Clothing model Manyavar discovered itself on the receiving finish of vitriol on social media when its commercial that includes Bollywood star Alia Bhatt in wedding ceremony apparel, appeared to query an previous custom.