Why are some Hindutva supporters angry about SurfExcel

For any detergent brand, Holi is an obvious opportunity to advertise its cleaning powers. But Hindustan Unilever’s new advertisement for Surf Excel (above) has evoked an extreme reaction from some right-wing quarters, who have succeeded in trending the hashtag #BoycottSurfExcel on twitter.The advertisement offers a warm – and timely – message on inclusivity, building a story about a young girl who helps her neighbour complete his Namaz he can join in the colourful festivities. However, the response from many has been a tweet campaign asking that the detergent being advertised be boycotted. The reasons are not difficult to find, going by the contents of the hate tweets.

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