Bhubaneswar: A campaign on the usage of the word "Raja", which is used to describe the popular Raja festival of Odisha, has gathered momentum on social media.

With few days left before the festival, the fact whether it should be spelt "Raja" or "Rajo" has initiated debates among people.

It began after a youngster from the city, Rudra Prasanna Rath, started a protest by holding a placard with "#RajoNuhenRaja" on it in front of a prominent garments showroom in Bhubaneswar that had huge billboards advertising discounts for the festival.

The gesture instantly gathered momentum and since then people from all walks of life supported his cause by posting their pictures with similar placards on social media. Several politicians and film stars have also joined the campaign.

Last year, Peter England was forced to apologise for wishing the people of Odisha a "Happy Pujo" instead of "Puja" during Dussehra. Similarly, AirAsia said sorry after it had wrongfully written " Kemon achcho, Bhubaneswar" before its inaugural direct flight services to the city from Kuala Lumpur.

Several people feel using "Rajo" demeans the essence of the Odia language.

"It changes the meaning altogether. Desecration of the Odia language would not be tolerated and everyone should ensure should ensure that Odia as a classical language is given pride of place in their signboards," said writer Ananya Satpathy.

"We have written to a number of business establishments and they have taken our plea into consideration," said Rath.