For any detergent brand, Holi is an obvious opportunity to advertise its cleaning powers. But Hindustan Unilever’s new commercial for Surf Excel (above) has evoked a severe response from some conservative quarters, who’ve succeeded in trending the hashtag #BoycottSurfExcel on twitter.

The advertisement offers a heat – and well-timed – message on inclusivity, constructing a tale about a younger girl who allows her neighbor entire his Namaz he can be a part of inside the colorful festivities. However, the reaction from many has been a tweet campaign asking that the detergent being marketed be boycotted. The reasons aren’t difficult to locate, going with the aid of the contents of the detest tweets.

They declare that the advert promotes “love jihad,” the conspiracy concept floated through Hindutva supporters who claim that there may be a campaign with the aid of Muslim guys to court docket Hindu ladies directly with a view to then convert them to Islam.

The controversy comes hot on the heels of frenzied criticism on Twitter in opposition to every other recent Hindustan Unilever advertisement (under), which become for Brooke Bond Red Label Tea and was set towards the backdrop of the Kumbh Mela.

This commercial led to a hurricane of protest from people who interpreted it as an insult to the Kumbh Mela, and, by using the extension, to Hinduism.