The bindi worn by Hindu women is not just a simple dot but a symbolic representation of the cultural roots of India. However, over the years, the portrayal of traditional Hindu practices in the media has become increasingly negative, leading to the #NoBindiNoBusiness campaign, which aims to discourage the purchase of products that promote the agenda of whitewashing Hindu traditions.
In this article, we will delve into the significance of the bindi and the cultural impact of whitewashing. We will also discuss the #NoBindiNoBusiness campaign and its impact on the advertising industry.
The Significance of the Bindi in Hindu Culture
The bindi worn by Hindu women on their forehead is a symbolic representation of the Sanatani cultural roots of India. The word “bindi” is derived from the Sanskrit term “bindu,” which means a drop or a particle. During the Vedic era, around 3000 BC, the seers who wrote the Vedas believed in the existence of areas of concentrated energy called “chakras.” There are seven chakras that run along the center of the body, and the sixth chakra or Ajna chakra/brow chakra/third eye chakra is located exactly where the bindi is worn. This area is believed to be the seat of wisdom, intuition, and spiritual insight.
When a Hindu bride enters the abode of her husband for the first time, the red bindi on her forehead is a must. It signifies piety, chastity, and the fact that she has now been included as a new guardian of the house. In the modern era, the bindi is not limited to a red dot but comes in different colors and designs. Nonetheless, the significance of the bindi for a Hindu lady remains the same.
The Negative Portrayal of Hindu Traditions in Media
The glamour world of India, which should ideally have served as the platform to showcase the beauty, richness, and uniqueness of Indian culture and heritage, have actually done the reverse. Over the years, films have subtly projected traditional Hindus, their rituals, and practices in an extremely poor light, making them appear much inferior and cringe-worthy compared to those of other religions. The idea is to erase Hinduism, without any bloodshed, from the minds of those who are born Hindu and to portray India and its ancient heritage negatively to the Western world.
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Of late, such portrayals have increased, and the advertising world has also picked up. The gauntlet of painting Hindu rituals and practices as black. The advertisements of various brands are now laced with a certain “social message” that, in most cases, hurt Hindu religious sentiments. Last Diwali, a few brands exhibited their deep inclination towards highlighting Hinduphobic themes through their ads. One of them was the Fab India advertisement, which announced their Diwali collection of “traditional” wear, calling it the “Jashn-e-Riwaaz” collection. A barrage of social media comments, tweets, and a boycott call compelled them to withdraw the Urdu name, which the Hindu community felt was not commensurate with the Hindu festival of Diwali. The attire of the models, who were not seen wearing traditional or ethnic attire meant for Diwali, was another significant feature of the ad, which did not align with the spirit of the festival.
The impact of the #NoBindiNoBusiness campaign was felt when it forced clothing brand FabIndia to change the Urdu name of its Diwali collection from ‘Jashn-e-Riwaaz’ to ‘Jhilmil Si Diwali.’ The campaign received widespread support on social media. With many people joining in to spread awareness about the significance of bindi in Hinduism.
The Emergence of the #NoBindiNoBusiness Campaign
In Hinduism, the bindi worn by women is not just a fashion statement, but a representation of their spiritual roots. The word bindi is derived from the Sanskrit term ‘bindu’ meaning a drop or a particle. During the Vedic era, the seers who wrote the vedas believed in the existence of concentrated energy areas called ‘chakras,’. The sixth chakra is located exactly where the bindi is worn. It is believed that the bindi helps awaken the third eye chakra. Which enables a person to see beyond the physical realm.
However, the portrayal of Indian traditions in the western world. Including the film industry and the advertisement world, has affected the way people view Hinduism. Over the years, Indian films have projected traditional Hindus. Their rituals, and practices in a negative light, making them appear inferior to other religions. The aim is to erase Hinduism from the minds of those who are born Hindu. So that they can portray India’s ancient heritage negatively to the western world.
The Impact of the #NoBindiNoBusiness Campaign
The #NoBindiNoBusiness campaign emerged to counter the whitewashing of Hindu traditions by major corporations. The campaign started when blogger Shefali Vaidya. She noticed that major clothing brands were featuring bindi-less women in their advertisements, especially during the Hindu festival of Diwali. The general belief is that making female models appear without bindis to sell their products. Which they market as specific to the Hindu festivals. Major corporations deliberately feature women without bindis in their advertisements to wipe out the symbolic significance of the bindi for a Hindu woman.
The campaign targeted major brands such as Fab India, PNG Jewellers, and Tata Cliq for featuring women without bindis in their advertisements. In response to the Diwali campaign. Fab India changed the name of their Diwali collection from ‘Jashn-e-Riwaaz’ to ‘Jhilmil Si Diwali,’. But they did not include a bindi on the female models in their advertisements. On the other hand, people praised local brands from Maharashtra for portraying women with bindis and a smile on their faces. Which the netizens felt was in keeping with the true
World Bindi Day
World Bindi Day (WBD) is celebrated on September 26th every year, coinciding with the start of one of the major annual Hindu festivals, the festival of Sharada Navratri, a nine-day celebration dedicated to the Goddess Durga. WBD is a collaborative initiative. It is aimed to celebrated and encouraged the wearing of the Bindi. Pottu in Tamil/Bottu in Telugu – the characteristic “dot” worn on the forehead by those professing the four Indic Religions. That is Hinduism, Buddhism, Jainism, and Sikhism.
As part of the World Bindi Day celebrations. Many celebrities and Influencers have taken to social media to spread awareness on the significance of sporting a bindi. The aim of the celebration is to encourage people worldwide to embrace. This fundamental identity of Divine Beauty with a sense of pride. This striking external expression of Tradition and Culture dates back thousands of years. It should remains a treasure, a jewel, to this day in the modern world.
The #NoBindiNoBusiness campaign has emerged as a way to preserve the symbolic significance of bindi in Hindu culture. The campaign has received widespread support on social media. The major brands have been forced to change their advertising practices to include bindis on women. World Bindi Day is another initiative aimed at celebrating and encouraging the wearing of bindis. It is celebrated every year on September 26th.
It is important to preserve cultural traditions and symbols, and the #NoBindiNoBusiness campaign and World Bindi Day serve as reminders of the importance of bindi in Hinduism. As consumers, we have the power to influence the advertising practices of major brands and ensure that they respect the cultural and religious sentiments of their customers.
