On Tuesday, the famous ethnic wear brand FabIndia pulled down an advertisement for its Diwali collection titled ‘Jashn-e-Riwaaz’ after the hashtag #boycottFabIndia started trending on Twitter. FabIndia had tweeted about their latest collection on October 9 and by October 19 some began calling it a “deliberate attempt of abrahamisation of Hindu festivals”. This isn’t the first time a major retail brand was forced to take down its promotional campaign. Alleged hurt sentiments have forced many companies, which sometimes try to push the envelope through their marketing, to apologise and retract their promotions. Tanishq was trolled for promoting inter-faith marriages through one of its advertisements. Manyavar, another clothing brand faced #boycottmanyavar, when an advertisement featuring Alia Bhatt questioned the logic behind ‘kanyadaan’ in Hindu weddings.