Axis Bank has launched a new advertisement campaign called “Dil Se Open Celebration 2025” to coincide with the Hindu festival of Diwali. The ad features Santa Claus making an appearance during Navratri celebrations, which has sparked outrage on social media. Many users are accusing the bank of “Christianisation” and demanding the removal of the advertisement. The hashtag calling for a boycott of Axis Bank has begun to trend on Twitter.
The ad shows a Garba dance going on during Navratri, when suddenly Santa Claus enters, promoting the bank’s offers that will run from Navratri through Diwali and until Christmas. Users are criticizing the bank for inserting a Christian symbol into a Hindu festival, claiming it is an attempt to dilute Hindu traditions and preach secularism. Some are questioning why similar ads are not made for Muslim festivals like Eid, and why Hindu festivals are always targeted to promote secularism.
The controversy has led to a backlash against the bank, with many users threatening to close their accounts and boycott the bank’s services. The issue has sparked a larger debate about the exploitation of Hindu festivals for marketing purposes, with many arguing that other faiths are not subject to the same treatment. The pattern of targeting Hindu festivals to promote secularism, while leaving other festivals untouched, has been noted by many users.
The Axis Bank ad is not an isolated incident, as similar controversies have arisen in the past. In 2020, a Tanishq ad promoting “love jihad” sparked outrage, and there have been other instances of brands using Hindu festivals to promote secularism while avoiding similar campaigns for other faiths. The issue highlights the need for sensitivity and respect for different cultures and traditions in marketing and advertising. By targeting Hindu festivals, companies like Axis Bank are seen as disrespecting and diluting Hindu traditions, rather than promoting genuine secularism and inclusivity.