
When Smriti Irani was removed from the prestigious Human Resource and Development Ministry and given the charge of the Textile Ministry, many talked of the ‘demotion’ of Irani. It didn’t come as a surprise really. The spirited young leader was not known for her tact, but she had definitely made a mark as a firebrand – trouble was, much of the spark had worked against the BJP.
Irani’s February 24 speech in Parliament will be long remembered. Her wordplay with English and Hindi, fearless naming of ‘colleagues’, dramatic gesticulation that included everything from teary eyes to thumping of her chest, Irani “launched a verbal assault against those ‘who lay siege upon my integrity’ and seek to ‘hang me'”.
The June Cabinet reshuffle and moving of Irani to the textile ministry was supposedly aimed at the UP polls may have been seen by cutting her down to size, but for those who have observed Irani working in the HRD ministry – even from afar – there was no doubt that ‘India’s favourite bahu’ would most likely create quite a stir, and quite soon.
Irani did not disappoint. Showing her acumen in the keen handling of social media and the connect with young India that Irani definitely has – at least in terms of speaking their language – as well as her understanding of PM Narendra Modi’s Digital India campaign, the new textile minister had announced the Selfie With Handloom campaign, which kicked off with a tweet today, on August 1. It will see its culmination on August 7, which is the National Handloom Day.
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Irani tweeted, “Indian handlooms symbolise India’s heritage & culture. Wear it to carry on our rich tradition and support 43 lakh weavers & their families” just before starting off the Selfie With Handloom campaign with the following tweet: “I support Indian weavers, here’s my #IWearHandloom look – Handwoven Silk from Bihar. Share your look & tag 5 people”, with a picture of herself wearing a beautiful blue handloom silk sari with a plain red border.
I support Indian weavers, here’s my #IWearHandloom look – Handwoven Silk from Bihar. Share your look & tag 5 people pic.twitter.com/1NOuueJ0mS
— Smriti Z Irani (@smritiirani) August 1, 2016
Soon, Twitterverse was contributing to the hashtag with full gusto. From politicians to cricketers and fashionistas, everyone started participating in the #IWearHandloom campaign. Take a look:
Here is my #IWearHandloom look – handwoven tussar with Kasuti hand embroidery. @smritiirani pic.twitter.com/uBKx1KjmZ0
— Shefali Vaidya (@ShefVaidya) August 1, 2016
#IWearHandloom
Thus spake my daughter on her last birthday. :) @smritiirani @TexMinIndia pic.twitter.com/RitxtyShDr— Nishtha Gautam (@TedhiLakeer) August 1, 2016
#IWearHandloom #support#Handloom #textile @MMalhotraworld @smritiirani pic.twitter.com/nhgOfMNMWs
— Manish Malhotra (@ManishMalhotra) August 1, 2016
Wonderful initiative @smritiirani ji #IWearHandloom because it’s one of the best representation of our culture pic.twitter.com/E0fQKuGxEM
— Vijender Singh (@boxervijender) August 1, 2016
1958 :: Handloom Week In Delhi #IWearHandloom pic.twitter.com/YbzoXuB2sx
— indianhistorypics (@IndiaHistorypic) August 1, 2016
Wearing Handloom makes u feel free&gives livelihood to our weavers
Handloom pehno,ekdum Free Ho jaao!#IWearHandloom pic.twitter.com/u3L2qfyL5o— Virender Sehwag (@virendersehwag) August 1, 2016
#IWearHandloom. Not only worn them all my life but love to enhance weavers’ livelihoods by helping create new saris. pic.twitter.com/kp8wxUNgG6
— Jaya Jaitly (@Jayajaitly) August 1, 2016
Here is to glorious heritage of Indian handlooms. Sporting kosa silk saree #IWearHandloom pic.twitter.com/JQ4f1MwuyO
— Dr Shobha (@DrShobha) August 1, 2016
Proudly #Handloom on my sleeves literally 😝🙏🏼❤️ @TheFDCI @TexMinIndia @smritiirani #IWearHandloom pic.twitter.com/BMPVWMJ8Ab
— SUKETDHIR (@SUKETDHIR_) August 1, 2016
#IWearHandloom: supporting #Indian weavers, arts & crafts. Time is right for this tiny revolution! pic.twitter.com/e9wqFS1vII
— Ruchira Kamboj (@RuchiraKamboj) August 1, 2016
@smritiirani @TexMinIndia we extend our support to the #IWearHandloom campaign & the #Indianweaver – #SunilSethi pic.twitter.com/YwAAS3VLrT
— FDCI (@TheFDCI) August 1, 2016
I love my Handloom-I design handloom#IWearHandloom pic.twitter.com/XK9rYXJllW
— Shruti Sancheti (@ShrutiSancheti1) August 1, 2016
More power to Indian weavers! #IWearHandloom – Handwoven Raw Silk. pic.twitter.com/fdCRwZcAJg
— dalcheeni (@dalcheeni) August 1, 2016
And someone obviously had to do this:
. @smritiirani @anandibenpatel @Dev_Fadnavis @ChouhanShivraj @thekiranbedi #IWearHandloom Too ji, Mujhe bhi tag kro pic.twitter.com/meErMRyGSO
— Arvind Kejriwal (@TrollKejri) August 1, 2016
Well, Ms Irani definitely pulling the right strings on this one.
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