Nevertheless, even the “ -e-” is so common in Indian popular culture such as Bollywood that Hindi speakers would come across it all the time, even if they would rarely use it in their personal speech. The Persian loanwords “ jashn” and “ rivaj” would, in fact, be seen as common Hindi words with the only explicit “Urdu” element being the genitive marker “ -e-” rather than the postposition “ ka” (which is shared by both Hindi and Urdu). But perhaps, the biggest irony was that both phrases, Jashn-e-Riwaaz and Jhilmil si Diwali would be perfectly intelligible to Indian Hindi speakers. Why you’re not hearing about Covid-19 outbreaks in Africaīy any standard, the controversy was both ridiculous (how could festivals be associated with language?) and frightening (the mob had enough power to force corporations to bend to their will). Instead, it would have a Hindi name: Jhilmil si Diwali (a sparkling Diwali).
They claimed that the Urdu language simply could not be associated with a Hindu festival.Ī jumpy Fabindia soon took down the advertisement for the collection and released a statement that assured anyone outraged that the Urdu phrase “ Jashn-e-Riwaaz” (celebration of tradition) would not be associated with its Diwali collection. 19 seemed ridiculous: some Indians, including senior Bharatiya Janata Party leaders, were angry that clothing brand Fabindia had named a Diwali collection using Urdu. Even by the trigger-happy standards of Hindutva outrage, what happened on Oct.