No Bindi No Business: Nalli Silks, GIVA Among Brands Criticised For Skipping Bindi From Ad Campaigns

During the festive season that spans from October to November, several brands roll out advertisements centered around themes of joy, family celebrations, and cultural traditions.

However, in a recent commercial promoted by a South Indian clothing brand, allegedly released during the Navratri festivities, viewers noted the conspicuous absence of a bindi on the featured model. The ad's failure to incorporate the traditional bindi into the model's ensemble, despite her graceful saree, drew criticism from Netizens.

In accordance with cultural customs, it is widely believed that ethnic attire, especially during festive occasions, remains incomplete without the adornment of proper jewelry and the essential bindi. The bindi holds special significance, often regarded as a symbol of auspiciousness and good fortune.

Many online users voiced their disillusionment regarding this exclusion, giving rise to the trending hashtag #NoBindiNoBusiness, which promptly gained momentum across various social media platforms.

Nalli Silks faced criticism for launching a product advertisement during a Hindu festival without featuring the traditional bindi. In the promotional campaign, the model donned an exquisite silk saree created by the brand and kept her accessories minimal. However, it was the absence of a bindi on her forehead that particularly captured the public's attention.

Look at this advertisement. Even a traditional firm like Nalli using a model who is not wearing a bindi and looking morose. Doesnt look like a celebration. As a single individual, @ShefVaidya has made many popular brands tow the line. Hope Nalli will follow suit. pic.twitter.com/MN2KgTWfrK

— D.Muthukrishnan (@dmuthuk) October 19, 2023

Prominent blogger Shefali Vaidya, known for her strong views, weighed in on Nalli Silks' recent promotional content, which showcased a model without a bindi and wearing a solemn expression. She expressed her disappointment, sharing her thoughts on X, "Sad to see even a brand like @NalliSilk falling for the grumpy, no-bindi, mourning look!"

Sad to see even a brand like @NalliSilk falling for the grumpy, no-bindi, mourning look! #NoBindiNoBusiness https://t.co/XJzFCilfek

— Shefali Vaidya. 🇮🇳 (@ShefVaidya) October 18, 2023

GIVA Jewellery brand too faced criticism. For this, GIVA had partnered with Anushka Sharma.

No Bindi No Business 👍 pic.twitter.com/xQb0wJ4HTE

— Vishal Tiwari (@TrueVishalT) October 24, 2023

HDFC Bank had also recently encountered backlash over its latest "Vigil Aunty" advertisement. The ad featured a character named "Vigil Aunty" sporting a bindi resembling a stop sign. This particular advertisement was a component of HDFC's 2022 campaign, designed to advocate for safe banking practices across the country.

For this cyber fraud awareness initiative, HDFC Bank partnered with actress Anuradha Menon, who portrayed the role of "Vigil Aunty."

I ask literally nothing from hindu women except one thing...that is bindi

Its so rare to see women wearing bindi in urban areas nowadays especially up here in north/west India. pic.twitter.com/utcCGzBcjo

— 🇮🇳Lord_Shiva_பக்தர் (@Nirmal_120304) October 24, 2023