Hindu nationalist groups target Indian-born language after clothing brand comes up with a Diwali advertisement with Urdu words.
New Delhi, India – Last week, Hindu right-wing forces in India forced a leading firm to withdraw its festive season advertisement after it featured a couple of words from the Urdu language, which in the popular imagination in the country is a “Muslim language”.The company, FabIndia, issued an advertisement for Diwali – a significant Hindu festival that falls next month – showcasing its latest collection of clothes. The text at the top read: “Jashn-e-Rivaaz”.“Jashn” in Urdu means a celebration while “Riwaaz”, which is actually “Riwaaj”, means tradition. The title translated to “A Celebration of Tradition”. “Jashn” in Urdu means a celebration while “Riwaaz”, which is actually “Riwaaj”, means tradition. The title translated to “A Celebration of Tradition”.
But a young parliamentarian belonging to Prime Minister Narendra Modi’s Bharatiya Janata Party (BJP), who often makes headlines for his Islamophobic remarks, was not happy.
“Deepavali is not Jashn-e-Riwaaz,” 30-year-old Tejasvi Surya posted on Twitter, calling Diwali by its more traditional name.
Diwali by its more traditional name.
“This deliberate attempt of Abrahamisation of Hindu festivals, depicting models without traditional Hindu attires, must be called out.”
When 2021 census takes place, my fear is that many speakers of Urdu might simply report Hindi as their mother tongue.
To read more click the link below: