Holi, the festival of colors, is meant to be a time of joy, celebration, and community bonding. But for many, it also comes with a darker side—unwanted advances, forced color application, and blurred lines of consent. The phrase “Bura Na Mano Holi Hai” (Don’t mind, it’s Holi) has long been used to justify inappropriate behavior, making it crucial to reinforce that fun should never come at the cost of personal boundaries.
Consent is not just a legal or romantic concept; it is a fundamental right in all interactions, including cultural celebrations. While conversations around consent have gained traction in the context of dating and relationships, festivals like Holi highlight how deeply ingrained attitudes can normalise violations of personal space. Addressing this issue is essential in shaping a society where respect is as important as revelry.
Shifting the narrative
This Holi, a conversation is taking center stage—consent is non-negotiable. In a bid to drive this message home, dating platform Tinder and actor-entrepreneur Rhea Chakraborty’s clothing brand, Chapter 2, have launched a limited-edition t-shirt featuring the slogan: “Bura Na Mano Holi Hai, But Consent Bhi Zaroori Hai.” The initiative aims to challenge cultural conditioning and reinforce that no festival or tradition can override an individual’s right to say no.
The campaign stems from a growing realisation that many young Indians struggle with the concept of consent. A YouGov survey revealed that over 65% of Indian youth are unsure how to ask for, give, or withdraw consent. In response, Tinder has been working on multiple awareness initiatives, from short films and workshops to in-app safety tools that flag inappropriate messages.
Anukool Kumar, Head of Marketing at Tinder India, emphasises that consent is the foundation of all meaningful connections. “Whether it’s a match on Tinder or a celebration like Holi, respect and clear consent should always come first,” he says.
Rhea Chakraborty, who has positioned Chapter 2 as a platform for social conversations through fashion, said, “We are a community of people who aren’t the norm. And we believe in respecting personal choices and not judging them. Our t-shirts embody feelings like ‘unherd’ and ‘indifferent’. We believe your clothes speak for you. Our latest slogan t-shirt in partnership with Tinder – ‘Bura Na Mano Holi Hai, But Consent Lena bhi Zaroori Hai‘ underscores the importance of consent in every interaction. So come spread the message, this Holi! Make it colourful and consensual!”
While campaigns like these can spark discussion, real change comes from societal reflection. If a festival is truly about togetherness, it must also be about respect. This Holi, as colours fill the air, the message is clear—celebrate freely, but never at someone else’s expense.