Monthly Adbi Dunya was launched in May 1929 from Lahore under the editorship of Maulana Tajwar Najeebabadi. It chiefly concerned with survival, conservation and promotion of Urdu language and literature. In 1939 when Maulana Salah Udden Ahmad took charge of Adbi Dunya, Urdu Hindi controversy was at its peak. Maulana tried to promote Urdu language through its editorials and started printing a phrase 'Urdu Bolo' in order to check the increasing political popularity of Hindi. He also raised voice against the supremacy of English language. ''Adbi Dunya'' struggled hard to strengthen public Urdu friendship. It got strong appeal at public level but failed to get the same response at government level. Therefore, the tangled issue of Urdu as a national language could not be solved till now.