Too Much Outrage: Why Indians Are Always Losing It Over Progressive, Inclusive Advertisements?

Do progressive and inclusive ideas irk Indians more than anyone else in the world? People may compare the situations with other societies as well, but, for a country that boasts of a tolerant history, the recent reactions to some festive ads is not a good sign.

Dabur, one of the largest FMCG companies in India, submitted to bullying after its advertisement was slammed by the Right-wing groups.

The company, with its advertisement, arguably tried to celebrate inclusivity, equality, and a progressive view of marriage by showing a lesbian couple preparing for Karwa Chauth.

In the ad, two women are seen discussing the importance of Karwa Chauth and the reason for celebrating it as they prepare for the night.

The women are then seen facing each other - each with a sieve and a decorated plate - signalling they are partners, after which the Fem logo appears and a voiceover says: "glow with pride".

The ad was met with mixed reactions but appreciated for its inclusivity. However, a section saw it as an attack on Hindu festivals and sentiments.

Still from Dabur Fem ad

Madhya Pradesh Home Minister Narottam Mishra was among the most hurt. Mishra slammed Dabur for making an ad about "lesbians celebrating Karwa Chauth" and continued: "In future, they will show two men taking 'pheras' (marrying each other according to Hindu rituals)."

"And if it fails to do so, take legal steps after examining the advertisement," Mishra threatened.

Of course, Dabur blinked in the face of online abuse and veiled threats from BJP leaders and withdrew the ad.

Just a few days ago, some people complained that their religious sentiments were hurt when clothing retailer Fabindia used a festive line in Urdu, a language that developed in north India around Delhi in the 12th century.

Some right-wing Hindu groups and online trolls accused the ad of using Urdu - a language spoken by many Muslims - to celebrate a collection for the Hindu festival of Diwali.

The collection is titled Jashn-e-Riwaaz, an Urdu term that means "celebration of tradition".

But the tweet sparked a controversy, and some Hindus said the ad hurt their religious sentiments. But they had more than one problem with the advertisement - the absence of bindis on models made some people very uncomfortable.

Fabindia

Soon, people started calling for the boycott of the brand, saying "Diwali is not Jashn-e-Riwaaz".

The tweet and the ad, both, have since been withdrawn.

While a part of the country wants to be inclusive, a vast majority of people are holding tight to the "values" and "traditions" that are expressed through vile comments, abuse, and threats, both online and offline. But, of course, it is easier to abuse while hiding behind a false identity specially designed for the internet.

The irony is that this loud bunch of Indians seem to lose their voice when it comes to outrage against injustice -- for example, attacks on Dalits, minority rights, LGBTQIA+ rights, and everything that promotes equality.

Recently, a BJP MP sent an open letter to the MD and CEO of tyre company Ceat Ltd. Anant Vardhan Goenka objecting to an advertisement featuring actor Aamir Khan.

The problem with the ad - it urges people to not burst firecrackers on the streets.

BJP MP, Anantkumar Hegde asked the company to address the problems faced by people on roads by ¡°Namaz and other festive days by Muslims.¡± Hegde claimed that the advertisement created ¡°unrest among the Hindus.¡±

In the letter, Hegde wrote, ¡°Your company's recent advertisement in which Aamir Khan advises people, not to burst firecrackers on the streets is giving a very good message. Your concern about public issues needs applause. In this regard, I request you to address one more problem faced by people on roads, i.e., blocking roads in the name of Namaz on Fridays and other important festive days by Muslims.¡±

He said that ¡°loud noise is emitted from mics arranged on the top of mosques in our country when Azan is given,¡± adding, ¡°That sound is beyond the permissible limits. On Fridays, it is prolonged for some more time."

The letter read, "It is causing great inconvenience to people suffering from different ailments and taking rest, people working in different establishments and teachers teaching in classrooms. Actually, this list of sufferers is very long and only a few are mentioned here.¡±

And, these are the advertisements that have faced the wrath of the right-wing trolls in October alone.

Raising the voice for injustice is one thing, and raising it for trivial, flimsy, ludicrous, and absurd matters is another.

Remember when Priyanka Chopra was harassed online for her hemline during a meeting with prime minister Narendra Modi?

Or, when an advertisement by clothing brand Maanyavar featuring actor Alia Bhatt faced the wrath of Hindus for insulting their Dharma.

Still from the Manyavar ad

In the ad, she raises questions about Kanyadaan-

¡°Why is a girl called a foreigner? Is it a matter of donating girls? Why Kanyadan? Let¡¯s adopt a new idea instead, Kanyaman!¡±

Though many praised the progressive ad, some not so much.

Another ad to draw ire was Tanishq¡¯s film in 2020 which showed an interfaith couple preparing for a baby shower. The ad showed a pregnant Hindu woman escorted by her Muslim mother-in-law to her baby shower ceremony. Various sections of the society called it out for promoting love jihad. Following the uproar, Tanishq pulled down the advertisement from its social media handles, as well as its official Youtube channel.

Are Indians pissed at the drop of a hat?

A New York Times report quotes Ryan Martin, a psychology professor at the University of Wisconsin, Green Bay as saying, that while happiness is to be shared with friends, anger is shared easily with strangers. It¡¯s mob rage, Internet style.

He tells New York Times, ¡°People prone to Internet outrage are looking for validation,¡± as they ¡°feel they¡¯re vindicated and a little less lonely and isolated in their belief.¡±

And yelling is totally possible on the internet too. Just TYPE OUT EVERYTHING IN CAPS and viola! You've made your point.

The outrage over matters that promote equality and inclusivity is a reflection of what we have become as a society -- a truly radical bunch of humans with little compassion and respect for others.

India's cherished diversity, which makes it so unique, is under attack. People are attacked over what they eat, what they wear, and who they love. Some are lynched on mere suspicion. Women are threatened with rape if they raise their voices online.

Is this incessant outrage defining the dominant Indian values?