Private lender Axis Bank is trending on social media circles after releasing its latest social-media reel 'Dil Se Open Celebrations' that promises offers and discounts on credit cards and EMI products during the Navratri season. Some X users, many of them unverified, reacted to the manner in which the reel portrayed India's Navratri festival.
In the 20-second short reel, a girl is shown playing the 'Dandiya'. The girl spots a known person and curiously asks "Tame?" (You, in Gujarati language). The camera pans and focuses on the protagonist - Santa Claus.
The girl asks, "Itni Jaldi?"
To which Santa Claus replies, "Dil Se, celebration jaldi shuru ho gaya..."
Many X users objected to the content of the video. Some found that "Navratri with Santa Claus" was disrespectful. Some even questioned if Axis Bank would, "show Krishna in a Christmas ad" and if not, "Then why Santa in Navratri?"
Some even threatened to deactivate their accounts with the bank, unless they corrected their messaging.
Here are some posts from X:
Some years ago, the jewellery brand Tanishq had to pull back a 43-second ad commercial based on interfaith couple. In the Tanishq ad, a pregnant Hindu bride was attending a baby shower organized by her Muslim in-laws. The commercial for Tanishq's product line called "Ekatvam" was accused of "promoting love jihad".
