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Rupa Thermocot ad hurts Hindu sentiments




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Published on: Mon, 26 Nov 2012 at 14:07 IST
Rupa Thermocot ad hurts Hindu sentiments

New Delhi: With the winters knocking at the gates, the warmers’ innerwear makers have geared up for firm publicity. We see a number of companies thronging through different advertisements on the TV screens but there is one that's hurting the religious sentiments of the Hindu fraternity.Rupa Thermocot, one of leading body warmer makers of the country has used Hindu mythology to promote their products in a negative form. The advertisement that shows a male model walking past a female model wearing the Rupa Thermocot is said to warm the ladies as well by using a word ‘Svaha’ that is a pretty holy word in the Hindu mythology and should not have been used for this purpose in such a manner. Not just this, the advertisement also shows the recital of Vedic mantras and enchants during the ad. The word Svaha is used during the performances of the Vedic rituals in the Hindu offering of prayers. But this is seen associating the Vedic chants with the names of girls Neha, Sneha and Preeti who is shown working out over a treadmill. The ad is being taken on the radar by the Hindus as they have shown their dissent with this. People have said that using the names of Hindu deities and any other religion for commercial purposes is a shame. And this should be banned and a strict action needs to be taken against those who are shaping these ads. They have demanded that the above ad should be banned in Hindu sentiment’s welfare.Importance of the word Svaha:
Svaha, the term is an interjection, approximately "hail!" in mantras indicating the end of the mantra. In the Tibetan language, "Svaha" is translated as "so be it" and is often pronounced and orthographically represented as "soha". Whenever fire sacrifices are made, Svaha is chanted. Etymologically, the term is probably from su "well" and the root ah "to call".As a feminine noun, Svaha in the Rigveda may also mean "oblation" (to Agni or Indra), and as oblation personified, Svaha is a minor goddess, and the wife of Agni. She was originally a nymph but became immortal after marrying Agni. In some versions, she is one of the many divine mothers of Karttikeya. She is considered as a Daughter of Daksha. She is thought to preside over burnt offerings. Her body is said to consist of the four Vedas and her six limbs are the six Angas of the Vedas. Sometimes she is represented as a wife of Rudra.
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