We live on a land adorned with crippling walls and tombs of lies. A land brimming with clashing voices and high-held paradigms. We are sinking in a pool of boiling Intolerance. But when exactly did this seventh-largest democracy turn intolerant? This is something we all need to retrospect.
The raging issues on Twitter have noticeably created a war between brands vs the public, rightly putting across ‘the public wearing intolerant sleeves’. While all of us need to have a voice and an opinion, and should raise our voice and opinion, we need to be aware of when, where and why we are raising our voice and opinion.
We are turning into a progressive society with advertisements and iconic brands playing a pivotal role in shaping our minds and country. However, regretfully, the advertisement industry today is at the brink of dying an unnatural death and breathing the rigid codes set by Hindutva activists.
From Tanishq to Dabur, to Sabyasachi, Fabindia, all have had their share of backlash with the only option being a withdrawal of their ads and a public apology. The question we need to ask ourselves is: Is this really the future we wish to live in or create?
As of 2019, 52 % of India’s youth feels they live in an intolerant nation, and now, of course, the number must have risen. In a few conversations with young India, we have understood that what irks them is the attempt to enforce an unbending code of conduct crafted by a community insusceptible to change. There is a section of the society whose adamant mind is not moulded to embrace newer changes and differences. It is not ready to alter its lenses and view contemporary India.
The recently targetted skin bleach advertisement that was released on the occasion of the Hindu festival of karva chauth was labelled as ‘objectional content’ and the brand Dabur was threatened by BJP Politician Narottam Mishra for showcasing such content. Soon, the brand had to withdraw the advertisement and apologise for hurting religious sentiments.
Something similar was faced by the renowned heritage Indian brand Fabindia, whose Diwali advertisement called Jashn-e-reewaz was backlashed for using the Urdu terminology for a Hindu festival. Ultimately, the advertisement fell prey to Twitter’s cancel culture that fed onto a plethora of negative buzz. The way the models were dressed up and the absence of bindi on their foreheads were also a few of the concerns of the backlashers.
The targeting of ads, their withdrawal and public apologies have become mere rituals for a country like ours. Last year, Tanishq’s advertisement ‘Ekatvam’ was a subject to this hatred. The brand was harshly accused of promoting love jihad in the nation.
But which nation are we talking about? A nation where words like socialist, republic, democratic, sovereign and liberty sit right in its Preamble and are recited aloud with much pride and dignity in times of celebration?
Well, maybe, the actions and words inscribed are paradoxical. And maybe two Indias is a harsh reality that we all are just not ready to accept.