Bengaluru: Clothing brand Fabindia deleted tweet promoting its Diwali collection named 'Jashn-e-Riwaaz' after netizens and BJP leaders slammed the brand for the campaign. 

The tweet featured models wearing Fabindia's Diwali 2021 collection. "As we welcome the festival of love and light, Jashn-e-Riwaaz by Fabindia is a collection that beautifully pays homage to Indian culture," Fabindia said in its now-deleted tweet.

While some netizens described the tweet as "culturally inappropriate", others said that there was no need to infuse secularism into a Hindu festival. Many declared that they would not buy from Fabindia again.

Firebrand Hindutva leader and BJP MP from Bengaluru South Tejaswi Surya called Jashn-e-Riwaaz campaign a deliberate attempt of abrahamisation of Hindu festivals.

Deepavali is not Jash-e-Riwaaz. This deliberate attempt of abrahamisation of Hindu festivals, depicting models without traditional Hindu attires, must be called out. And brands like @FabindiaNews must face economic costs for such deliberate misadventures. 

Deepavali is not Jash-e-Riwaaz.

This deliberate attempt of abrahamisation of Hindu festivals, depicting models without traditional Hindu attires, must be called out.

And brands like @FabindiaNews must face economic costs for such deliberate misadventures. https://t.co/uCmEBpGqsc

— Tejasvi Surya (@Tejasvi_Surya) October 18, 2021