Srinagar: On International Mother Language Day, The Jammu and Kashmir Bank released an advertisement poster on social media promoting diversity by displaying various Indian languages.
However, the graphic missed an important language, that is, Kashmiri.
K-Twitter reacted immediately expressing their disappointment.
Gowhar Geelani, a Kashmir based author, labelled this as cultural aggression.
Essentially, on international day of Mother Tongue, J&K Bank has telegraphed this message to the people of Kashmir: We respect diversity and all languages except the language of the native Kashmiris. If this is not cultural aggression & insult to identity of Kashmir, nothing is.
— Gowhar Geelani (@GowharGeelani) February 21, 2021
While a resident of Srinagar, Mir Faheem, called it a ‘World Shame Day for J&K Bank’ .
J&K Bank has only brought itself disrepute by ignoring Kashmiri language in its promotional advertisement pertaining to International Mother Language Day. It runs contrary to its message of "respecting every language". So, in a way, it has become 'World Shame Day for J&K Bank' .
— Faheem Aslam (@mirfaheem123) February 21, 2021
Kashmiri journalist Rifat Abdullah expressed concern over this development saying that J&K Bank does not respect Kashmiri language.
Matter of concern for Kashmiri people.
This post shows that J&K Bank has no respect for Kashmiri Language. pic.twitter.com/mh5oRwFbIf
— Rifat Abdullah رفعت عبداللہ (@rifatabdullahh) February 21, 2021
Other Twitter users too used the platform to suggest how the move was disrespectful to their identity.
Name is JK Bank and you haven't mentioned Dogri & Kashmiri in your post. SHAME
— PROFESSOR (@Professor252017) February 21, 2021
Finally the bank has incorporated our Mother Language but a little note of apology would had been a humble gesture on the part of bank towards its Human Resources and Customers ! https://t.co/uW9ZQJn21e
— Dr. Umar Nazir Tibet Baqal (@untbaqal) February 21, 2021
Few hours later J&K Bank posted a new graphic with Kashmiri language included.
— J&K Bank (@JandKBank) February 21, 2021
Recently, J&K Bank for the first time has advertised jobs for outsiders.
These jobs, before the Abrogation of Article 370 were only reserved for the state subject of J&K state but in December 2019, 33 posts were advertised for people from outside of J&K and Ladakh.