A complete disregard for Hindu Dharma-shastra in Diwali advt showing models without ‘kumkum’

‘Great response to #NoBindiNoBusiness’ trend started by devout Hindu writer Shefali Vaidya on social media against anti-Hindu traditions advts of companies !

Editorial comment

Congratulations to Shefali Vaidya for opposing such cultural attacks on Hindu Dharma ! Such Hindus are the true strength of Hindu Dharma.

Mumbai, 25th October – Different organisations are publishing advertisements for clothes, ornaments, etc. on the occasion of the Diwali festival. Diwali is an auspicious festival of Hindus, but the models in advts are shown without ‘kumkum’ although applying ‘kumkum’ is a sacred custom in Hindu Dharma. Advertisements made in the background of Hindus’ festivals are thus disregarding Hindu ‘Dharma-shastra’ which is a serious matter. Shefali Vaidya, a famous writer, and a devout Hindu activist has strongly opposed such anti-Hindu attitude through social media with the trend of ‘#No BindiNo Business’ and it is receiving a spontaneous response on social media.

Sad that even @PNGJewellers want to show their models without a Bindi for the Deepawali collection. Another brand scratched off my list. If you want Hindu money, learn to respect Hindu sentiments. #NoBindiNoBusiness pic.twitter.com/HsHk7gu8WD

— Shefali Vaidya. 🇮🇳 (@ShefVaidya) October 22, 2021

Shefali Vaidya has expressed her displeasure by ‘tweeting’ the photos of advertisements of the concerned companies. There is an advt for ‘PNG (Pu. Na. Gadgil)’ ornaments with a picture of actress Sonali Kulkarni and advts of ornaments by other jewellers such as ‘Tanishq’ and ‘P.C. Chandra’, etc. The serious thing about these advts is none of the models working in these advts has applied ‘kumkum’ or a sticker bindi on her forehead although it is an auspicious Hindu festival like Diwali.

Clearly, @TanishqJewelry hasn’t learnt a thing from their Ekatvam fiasco last year. #NoBindiNoBusiness pic.twitter.com/yvSMp27V10

— Shefali Vaidya. 🇮🇳 (@ShefVaidya) October 23, 2021

Learn to respect Hindus’ traditions if you want Hindus’ money ! – Shefali Vaidya

Renowned writer and devout Hindu activist Shefali Vaidya

‘You apply ‘kumkum’ or dance leaving your hair loose, that is your problem. I have not issued any ‘fatwa’ that all women should apply ‘kumkum’. People issuing ‘fatwas’ are from a different category, but then you justify everything including ‘burqa’ by saying ‘It’s cultural you know’. I am, therefore, clearly saying that Diwali is a Hindu festival. If you want Hindus’ money, learn to respect Hindus’ traditions ! In our festivals, you will not see any woman without ‘kumkum’ with a serious face. So, why even an advt should show such things ? It is my hard-earned money and I will decide how to spend it. When this topic was discussed on social media, many people had similar views to mine; therefore, I just made a way to bring out this discontent. About 7 lakh people have seen this hashtag. If even half of these people take this issue seriously, these brands will have to change their advertisements.