Relaunch of #NoBindiNoBusiness campaign with Tanishq's acknowledgement of Hindu tradition

The #NoBindiNoBusiness campaign was started in 2020 by the Famous columnist and writer Shefali Vaidya through her Twitter.

NewsBharati 28-Sep-2023 11:04:40 AM

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#NoBindiNoBusiness campaign that shook the entire advertisement world, and forced brands to change their Anti-Hindu Narrative, has been again making all the right noises on social media ahead of the Hindu Festivals, Diwali.

The #NoBindiNoBusiness campaign was started in 2020 by the Famous columnist and writer Shefali Vaidya through her Twitter. This all first started when American clothing brand Fab India, launched their 'Diwali clothing collection' for Hindu Festival with the Urdu name 'Jashn-e-Riwaaz'.

While becoming the grand example of Secularism, just like the Urdu Name, the brand advertisement which was meantfor a Hindu Festival has no representation of Hindu traditions. Models in those ads were seen wearing red coloured clothes but with No Bindi and mourning faces.

This cultural appropriation doesn't go well Shefali Vaidya, who then decided to raise her voice against it. On October 20, Shefali Vaidya tweeted, “Speaking for myself. Not buying anything for #Deepawali from ANY brand that shows models without a bindi. #NoBindiNoBusiness.”

Good to see #NoBindiNoBusiness trending! Tells how what common Hindus feel about corporates taking them for granted. No more. Say it loud and clear, if you want Hindu money, learn to respect Hindu symbols, culture and traditions. pic.twitter.com/abhQCNBniN
— Shefali Vaidya. 🇮🇳 (@ShefVaidya) September 27, 2023

She was clear that If brands want Hindu money, they should respect Hindu sentiments.

Soon her tweet with the hashtag #NoBindiNoBusiness was seen by more than 11 lakh people, and the hashtag reached more than 20 lakh people. It made an impact.The impact of the campaign was so powerful that brands like 'Fab India', 'tanishq' which were promoting their products for Hindu festivals by not respecting Hindu values and traditions, had to take down their ad fearing of the campaign.

Thanks to this #NoBindiNoBusiness campaign, brands have learned to respect the Hindu way, and brands are being extra careful so that they should not hurt Hindu sentiments. Now, in many advertisements, models are seen wearing big, conspicuous bindis and smiling, and not looking like they are at someone’s funeral!