A "shocking" TV commercial that made an "objectionable and absolutely unwarranted" use of the cross symbol is causing a stir in India's Christian community.
The object of the Christian protest is the advertisement of Patanjali Food Limited, a popular food company, showing a cross over a map of India and saying that foreign products are harmful to people, CBN News reports.
The Global Council of India Christians (GCIC) says the cross should not be linked to foreign companies and products, or presented in a negative light.
The group warned that it may start a boycott of Patanjali products or take legal action if the commercial is not removed from Indian television.
Sarva Isai Mahasabha, a Christian organisation in India, accused Patanjali of "objectionable and absolutely unawarranted" use of the cross.
"It is shocking that cross, which is the symbol of Jesus, is shown in the advertisement," said Jerry Paul, the group's convener, according to the India Times.
"They must oppose foreign companies and promote their own products but no one should use the cross for the purpose and must not unnecessarily link Christianity with them," he said.
Yoga guru Baba Ramdev, the Patanjali company owner, has been asking Indian consumers to boycott foreign goods, branding rival multinational companies as "thieves," according to First Post.
Patanjali has compared its global rivals to the East India Company, which has become a symbol of colonisation and oppression in India. "Though we got political freedom 70 years back, economic freedom is still a dream," the print version of its ad states. "The way East India Company enslaved and looted us, multinational companies are still doing the same by selling soap, shampoo, toothpaste, cream, powder and similar daily items at exorbitant price," it says.
Dr. Abraham Mathai, president of Indian Christian Voice (ICV), said the ad has "smartly depicted the cross to show the British rule in India, in a bid to enable Baba Ramdev to arguably propagate his agenda of targeting a particular minority community."
He warned that the "commercial has the potential to destroy the very moral and secular fabric of India, eventually disrupting communal harmony," adding that "such demagoguery will definitely result in increased attacks on churches."
ICV has petitioned top Indian leaders, including President Pranab Mukherjee and Prime Minister Narendra Modi, demanding that the TV ad be withdrawn forthwith and banned immediately from being screened on any public domain.
Christianity is India's third largest religion according to the census of 2011, with approximately 27.8 million followers, constituting 2.3 percent of India's population.
The faith is known to have been introduced to India by Thomas the Apostle in AD 52.
