The Pluralism Puzzle

In a country as diverse as India, even a public awareness message or a corporate advertisement can trigger a national debate. What begins as an effort to spread awareness can quickly raise larger questions about religion, freedom of expression, equality and the responsibilities of public and private organisations.

A recent example was a public service video recorded by actor Dia Mirza for the Brihanmumbai Municipal Corporation (BMC). The video urged citizens to avoid loud firecrackers during Diwali and celebrate in an environmentally responsible manner. Following objections from some political leaders, the civic body removed it from its official social media platforms. The matter subsequently reached the Bombay High Court, which expressed concern over the decision and directed the BMC to restore the video.

The episode raised a larger question: how should a diverse society balance religious traditions, public health and the freedom to express different views?

The BMC campaign was intended to create awareness about air and noise pollution, concerns that transcend religious and community boundaries. Pollution affects everyone, particularly children, senior citizens and people with respiratory problems. The Bombay High Court had issued directions to public authorities to control pollution during celebrations.

As part of its awareness drive, the BMC invited several public figures to record messages. Actors Madhuri Dixit and Nishigandha Wad, cricketer Ajinkya Rahane and Dia Mirza were among those who participated. When Mirza’s video was withdrawn following objections, questions arose over why her message was singled out while the others remained available.

The High Court emphasised that environmental protection was a matter of public interest and that pollution affected people irrespective of religion or community. Its intervention underscored an important principle: public awareness campaigns should serve the larger welfare of society, while citizens should be able to celebrate their festivals and observe traditions with consideration for others and the environment.

Corporate Conduct

Private companies, too, face questions about how they accommodate employees from different backgrounds.

In April 2026, eyewear retailer Lenskart came under scrutiny after an internal employee training document circulated on social media. The 23-page manual contained guidelines on employees’ appearance and dress. Some instructions restricted visible traditional symbols such as bindis, tilaks and sacred wrist threads, while permitting certain religious head coverings, including hijabs and turbans. The apparent difference prompted questions about whether employees from different communities were being treated equally.

Chief Executive Officer Peyush Bansal subsequently clarified that the document was an outdated internal training manual. He claimed an incorrect line had already been removed and reaffirmed the company’s respect for employees’ freedom of personal expression.

Tech Mahindra faced a different controversy after social media posts made allegations about workplace practices at its Goregaon office in Mumbai. A photograph of a ‘Footwear Free Zone’ was circulated, accompanied by suggestions that employees were being treated differently on religious grounds.

The company investigated the allegations and rejected them, clarifying that the photograph did not belong to any of its offices. It also reiterated its commitment to fair and inclusive workplace policies.

Advertising And Identity

Advertising is another arena in which companies frequently encounter public disagreement. Brands use festivals, family relationships and cultural traditions to connect with consumers, but their messages are not always received in the same spirit in which they are conceived.

In 2019, Surf Excel released its Holi advertisement, ‘Rang Laaye Sang’. It depicted a young girl helping her friend reach a mosque without getting covered in colours. While many viewers appreciated its message of friendship and togetherness, others questioned its portrayal of the festival. The advertisement soon became a subject of intense public debate.

The following year, jewellery brand Tanishq launched its ‘Ekatvam’ campaign, featuring an interfaith family celebrating a traditional Hindu baby shower. Some viewers welcomed its message of family bonding and togetherness, while others objected to its presentation. Amid the controversy and concerns about the safety of its stores, the company withdrew the advertisement.

In 2021, clothing retailer Fabindia introduced a festive collection titled ‘Jashn-e-Riwaaz’. Its promotional campaign attracted criticism over the choice of name and its association with Diwali. The company subsequently withdrew the promotional material.

These episodes demonstrate that advertising is not merely about selling products. It can also communicate ideas about society, culture and relationships. Companies must therefore consider how their messages might be interpreted by different sections of the public. Equally, disagreement over an advertisement does not automatically establish that one interpretation is right and another wrong.

These incidents offer several lessons to young people growing up in a society where different religions, languages and traditions coexist.

The first is the importance of secularism. The Indian Constitution guarantees equal rights to citizens irrespective of religion. Government institutions are expected to serve everyone fairly, and issues such as pollution, public safety, education and healthcare must be addressed in the larger public interest.

The second is responsible social media use. A video, photograph or screenshot can reach millions within hours, but what circulates online is not necessarily complete or accurate. Young people must learn to verify facts, examine different viewpoints and resist the temptation to share unverified information.

The third is mutual respect. India is home to communities with distinct traditions and beliefs. Respecting one another does not mean agreeing on every issue. It means recognising differences and allowing others to express their views peacefully.

Finally, public institutions and private companies must communicate transparently.

The debates surrounding the BMC campaign, corporate dress codes and advertisements reflect the complexities of living in a large and diverse democracy.

India’s strength lies in its ability to accommodate people with different beliefs, customs and lifestyles. For young citizens, the message is straightforward: do not judge an issue merely by its headlines or social media reactions. Examine the facts, listen to different viewpoints and form an independent opinion.

(The writer is a political observer. Views personal.)