Are Hindu Traditions in the Crosshairs of the Corporate World?

 

               

                       Festival or controversy: GIVA AD (https://www.youtube.com/shorts/bucvazcx_r4?feature=share)

Raksha Bandhan: Hindu Festivals and Advertisements 

 

Are Hindu Traditions in the Crosshairs of the Corporate World? 

 

The Deep Nexus Between Bollywood and Ad Agencies.

Recently, a Raksha Bandhan advertisement by Giva, a silver jewelry brand, deeply hurt the faith and cultural sensibilities of Hindus. Featuring Bollywood actress Kriti Sanon, the advertisement drew heavy backlash nationwide and across social media for showing an utter disregard for Indian cultural contexts in its portrayal of the traditional festival and the actress's attire. The main artist's clothing—styled as Indo-Western and bordering on nudity—is entirely incompatible with the dignity of an Indian family. Daughters and sisters in Hindu households do not present themselves in such a semi-nude manner before their brothers and fathers.

Another deeply objectionable aspect of the ad was the actress tying a Rakhi to her pet dog before her brother. This directly trivializes the sacred bond of siblinghood and mocks the brother's standing in the sister's eyes.

Yet, what else can be expected if the creators of such films or advertisements hail from a milieu where neither brother nor sister exists? Those driven by an unrestricted desire to engage with anyone, anywhere, and anytime cannot fathom the sanctity of the brother-sister bond. For them, Raksha Bandhan is merely a date on a consumerist calendar; they see no mothers, sisters, or daughters—only women. However, when someone who conceals their own women under a tarpaulin portrays a Hindu woman in near-nudity within an advertisement, it reveals not only a degraded mindset but also dangerous intentions. All Hindus must remain vigilant against this conspiracy.

Limiting the Giva controversy to debates over clothing length or tying a Rakhi to a dog trivializes the gravity of the entire issue. The fundamental purpose of an advertisement is to link an emotional resonance with a product. When Raksha Bandhan is chosen as the theme, viewers naturally expect a depiction of sibling love within an authentic Indian family and cultural atmosphere. Following intense protests and sharp reactions from Hindu organizations, Giva withdrew the advertisement under the hollow pretext of "respecting Indian culture and traditions." Yet, the critical question remains: Do the company’s executives lack the basic intellect and discretion to honor the sensitivities of Indian culture and its festivals?

In India, festivals are not mere marketing opportunities for consumer products. They are living testaments to our ancient civilization and Sanatan culture. The psychology underlying these celebrations is not purely economic; they are rituals of social and familial sanctity and mutual love. Raksha Bandhan is the celebration of sacred sibling affection and trust, Deepavali marks light and spiritual awakening, Navratri represents the worship of primal energy (Shakti), and Holi stands as a grand symbol of social harmony. Rooted within these celebrations are profound scientific and social reasons that have historically catalyzed India's economy.

Today, India’s massive consumer market is being exploited not just to sell merchandise, but to execute a well-orchestrated conspiracy aimed at deeply injuring Sanatan culture and Hindutva. Numerous entities like Giva, Tanishq, and PETA are targeting India's ancient Sanatan heritage through various avenues. This is not a sudden emergence; it has a long history.

The Controversial Act of Azim Premji-backed Company Giva

Several multinational and domestic corporations channel extensive funding into anti-Hindu agendas, often using Hindu names and faces as a front. While crafting appealing festive advertisements to drive sales is standard practice, doing so with total disregard for cultural sensitivities—in a manner that insults the dignity of the festival and denigrates Hindutva and Sanatan culture—constitutes an offense.

A Long History of Controversies and a Multinational Conspiracy

This is not an isolated event. A distinct pattern has emerged in India over recent years where corporate brands utilize Hindu festivals as a platform to preach self-righteous social reform. Critics argue that whenever Hindu festivals arrive, brands abruptly start lecturing the public on environmentalism, patriarchy, or secularism. From altering traditional festival attire—such as omitting the bindi—to reinterpreting sacred rituals, advertisements systematically portray Hindu culture as regressive and in need of reform.

A review of recent advertisements highlights several examples:

Tanishq (2020): The Ekatvam campaign depicted a Hindu woman at a baby shower hosted by her Muslim in-laws. If the stated goal was interfaith unity, a Muslim bride marrying into a Hindu household could just as easily have been portrayed. Following boycotts and severe backlash, Tanishq withdrew the advertisement, though not before incurring significant commercial damage. 

FabIndia: Titled its Diwali collection Jashn-e-Riwaaz (an Urdu moniker) and featured models without bindis, an attempt viewed as the Abrahamization of Diwali.

Manyavar: Featured Alia Bhatt questioning Kanyadaan—the most sacred rite of a Hindu wedding—and advocating its replacement with Kanyamaan, undermining Hindu matrimonial customs.

Surf Excel: Framed Holi colors around shielding a child on his way to offer Namaz, drawing criticism for unnecessary religious appeasement.

 

These instances represent more than a clash between advertising and culture. Commercials and films of this nature are conceptualized through calculated deliberations. When an entity intentionally seeks to undermine Sanatan culture and Hindutva, the narrative is engineered to be as disruptive as possible. This represents a coordinated assault driven by a leftist-Islamist nexus and deep-state apparatus. While this recurring pattern targets numerous Hindu celebrations, the question arises: Would any brand dare produce similar preachy advertisements centered around festivals of other faiths, such as Eid or Christmas?

Ideological Funding Under the Guise of Philanthropy

Beyond advertising, this ideological drive extends into corporate funding. While Wipro founder Azim Premji is widely regarded as one of India's foremost philanthropists for donating significant portions of his wealth toward education and social initiatives, serious questions persist regarding the financial allocations of his philanthropic trusts. It is evident that his resources often support causes aligned with his religious identity while undermining Hindutva.

Allegations suggest that his trust funds various non-governmental organizations, think tanks, and independent media outlets—such as The Wire—whose editorial stances remain consistently anti-Hindutva and openly critical of Hindu nationalism. Resources ostensibly dedicated to serving the underprivileged frequently reach organizations that challenge Hindu traditions, festivals, and national security narratives in courts and on the streets. Such funding moves beyond social welfare; it builds a political and ideological foundation designed to erode the roots of Sanatan Dharma and Hindutva.

Conclusion and the Way Forward

Those willing to learn from the Tanishq episode undoubtedly did; however, those determined to denigrate Hindutva and Hindu festivals to wound cultural nationalism and Sanatan consciousness continue to execute their designs. Yet, in today’s era of social media and awakening Hindu consciousness, this agenda will no longer go unchecked.

Conspirators against Sanatan culture must understand that India is not merely a consumer marketplace. Here, religion and culture are inextricably linked to the personal faith and identity of hundreds of millions. Any advertiser utilizing Hindu weddings, rituals, Raksha Bandhan, Deepavali, or religious symbols must realize that portraying Sanatan Dharma as inferior to advance conversion or Islamization agendas will not be tolerated.

Hindus must stand united in opposition. Any direct or indirect assault on India's ancient Sanatan culture demands an uncompromising response. Products and enterprises engaged in these activities must face comprehensive boycotts, paired with a collective readiness for ideological resistance. Furthermore, substantial pressure must be applied to the government to enact stringent legislation halting attacks on India's ancient Sanatan heritage.

Above all, there is an urgent need for rigorous regulation before advertisements are aired publicly. Just as the Central Board of Film Certification reviews films before their release, a dedicated, stringent Advertising Regulatory Board must be established. Additionally, anti-Hindu content streamed across OTT platforms requires comprehensive oversight to end the practice of insulting majority faith traditions under the guise of artistic and creative freedom.

                 ~~~~~~~~~~~~~~~~~~~~Shiv Mishra ~~~~~~~~~~~~~~~~~~~~~~~~`