The ad featured four women discussing their Deepavali plans, with one of them saying she’s not going to pop cookies and she doesn’t think the others shouldn’t either.
A month after Tanishq was attacked by an ad showing a Hindu-Muslim interfaith marriage with a message of communal harmony, the jewelry brand is under attack once again. This time, in the ad featuring four women, one of them says she wouldn’t be popping cookies and feels the others shouldn’t be either. Several right-wing social media users were outraged by the ad, claiming it went against Hindu culture and tradition.
The ad, which has now been withdrawn, features actors Neena Gupta, Sayani Gupta, Alaya F, and Nimrat Kaur. The four women are shown talking about their Diwali plans, with one saying, “Definitely no firecrackers, and I don’t think anyone should light any firecrackers, but lots of diyas and hopefully a lot of positivity.” The emphasis of the ad is on celebrating the festival with family and loved ones.
The arguments of those who opposed the announcement are not entirely new. In recent years, several social media administrators with right-wing affiliations have claimed that environmental concerns raised around Diwali and even other festivals like Holi, where water conservation has become an issue, are actually an attack on Hindu festivals and traditions. Meanwhile, states such as Delhi, West Bengal and Odisha have banned firecrackers over deteriorating air quality amid the COVID-19 pandemic and the associated rise in respiratory illnesses. Karnataka banned firecrackers initially, but later withdrew them and allowed green firecrackers.
This time too, although Tanishq withdrew the ad, various users trashed the brand and claimed the ad was “anti-Hindu”.
Why should anyone advise Hindus how to celebrate Our Feasts?
Businesses should focus on selling their products, not lecturing us to refrain from busting Crackers.
We will light lamps, distribute candy, and pop green cookies. Please join us. You will understand Ekatvam. https://t.co/EfmNNDXWFD
– CT Ravi ಸಿ ಟಿ ರವಿ (@CTRavi_BJP) November 8, 2020
Who #tanishq to advise Hindus on how to celebrate Diwali. Save your tips and apply them to your cheap ad campaign.
I ask everyone to #mouths
– Gaurav Goel (@goelgauravbjp) November 9, 2020
Repeat after me. Do not buy @JewelleryJewelry, do not give away Tanishq jewelry. In any case, they blow up with exorbitant crafting charges and their designs aren’t even that great. Buy from your local jeweler or from proudly Indian brands. Tanishq is a disgrace.
– Shefali Vaidya. (@ShefVaidya) November 9, 2020
This Diwali, let’s kill the tradition, the Hindu culture and promote consumerism.
For secular Photoshopped models with fake smiles and VFX bodies laden with regressive gold jewels will lead us to Ekatvam, the Vedic philosophy of Oneness. https://t.co/R0O3wfSHIO
– Vivek Ranjan Agnihotri (@vivekagnihotri) November 8, 2020
Chalo, someone believes that Diwali is the victory of Good over Evil and not over so-called Unity. #tanishq #Ekatvam https://t.co/70MxLdsjyP
– Sharang Pathak (@sharang_pathak) November 9, 2020
It is no longer about hurting Hindu feelings.
It is a deliberate polarization of customers to guarantee the business and loyalty of those who will buy from Tanishq just because there are some who will boycott it. #tanishq #Deepawali #Pumps https://t.co/dUUbVriQ7p
– Jay Mehta (@mehta_world) November 8, 2020
However, several people also supported the ad, questioning why people saw it as an attack on a religion when the message was simply not to pop cookies.
And so we should try not to burn fire crackers, now @JewelleryJewelry just try to incorporate that social message into your ads. People hate something for the sake of hatred and try to find any possible religious angle.#tanishq
– Shrey (@ ShreyMakwana1) November 9, 2020
Something is wrong with a part of the population of India.
All #tanishq what matters is the Indian people and diversity. By telling you not to burn firecrackers, your only goal is to avoid air pollution, but no people will bring everything to religion.– Shravani Jena श्रावणी जेना ଶ୍ରାବଣୀ ଜେନା (@shravanijenaa) November 9, 2020
Following the backlash, actress Sayani Gupta, who is the one who says in the ad that she wouldn’t set off firecrackers and doesn’t think anyone should, too, responded on Twitter. Citing a clip from NDTV, he said that even the AIIMS director was requesting that no firecrackers go off.
Listen to the Director, AIIMS asking not to burn #pegaderos
But trust the Bhakt to teach you about goats on Eid!
https://t.co/42zRomI99Z– Sayani Gupta (@sayanigupta) November 9, 2020
Last month, Tanishq’s ad faced with anger showed a Hindu daughter-in-law in a Muslim home. Right-wing manipulators had claimed that the ad promotes ‘love jihad’, a conspiracy theory often touted by the right-wing that suggests Muslim men deliberately trap and marry Hindu women to convert them to Islam. After cruel harassment and abuse, Tanishq withdrew the ad and apologized.
“We are deeply saddened by the inadvertent stirring of emotions and are withdrawing this film in light of the hurt feelings and well-being of our employees, partners and store staff,” said a Tanishq spokesperson.
.
