Indian retailer Fabindia has withdrawn an ad about a new festive line after a backlash from right-wing Hindu groups.
They accused the ad of using Urdu - a language spoken by many Muslims - to celebrate a collection for the Hindu festival of Diwali.
The collection is titled Jashn-e-Riwaaz, an Urdu term that means "celebration of tradition".
But a tweet of the ad sparked accusations from some Hindus who said it hurt their religious sentiments.
They said the firm - a household name that sells home furnishings, furniture, clothes and food - was appropriating Diwali, the Hindu festival of lights.
A spokesperson from Fabindia, however, told the Times of India newspaper that Jashn-e-Riwaaz was not its Diwali collection.
Some social media users called for a boycott of the brand, making their campaign one of the top Twitter trends. They said "Diwali is not Jashn-e-Riwaaz".
The tweet, which went viral on Monday, said "as we welcome the festival of love and light," the collection "pays homage to Indian culture".
It has since been withdrawn and so has the ad.
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