Tanishq’s ad was released last week.
New Delhi:
An ad for Titan Group’s Tanishq Jewelery was taken off the air after a huge backlash on social media with #BoycottTanishq trending on Twitter on Monday. The interfaith baby shower ad, launched last week, was targeted by a social media section that felt it “promoted love jihad.” But many others condemned the bigotry and hateful posts that were driving the boycott trend, calling it completely against the Idea of India.
The ad shows a pregnant woman in a sari escorted by a woman she calls “Mom (mother) “, to a baby shower ceremony. At the end of the video, the young woman asks the older woman, apparently her mother-in-law:” But this ceremony is not held at home … “. The mother-in-law, dressed in suit and head covered in a duppatta, responds: “Isn’t it a tradition in every home to keep daughters happy?” The video is no longer available on Tanishq’s YouTube channels after a bombardment of tweets against the ad.
The congressman, Shashi Tharoor, reacted harshly this morning to those who called for the boycott of the ad. “So Hindutva fans have called for a boycott of @TanishqJewelry to highlight Hindu-Muslim unity through this beautiful advertisement. If the Hindu-Muslim” ekatvam “irritates them so much, why don’t they boycott the Hindu unity symbol -Oldest Muslim in the world – India? (sic), “the 64-year-old leader wrote on Twitter.
Congressional leader Abhishek Singhvi also joined those who tweeted against the outrage. Former National Women’s Commission member Shamina Shafiq also endorsed the message of interfaith harmony, saying, “Thank you for pointing out the beautiful #tanishq and dear trolls!”
Tanishq has officially withdrawn its ad after being controlled viciously. Here’s why this is a very sad state of affairs and the context of other similar advertisements that were checked (and some, withdrawn) https://t.co/Nb0cSiTPHXpic.twitter.com/sn3IMBqdmC
– Karthik (@beastoftraal) October 13, 2020
So Hindutva fans have called for a boycott of@JewelleryJewelleryfor highlighting Hindu-Muslim unity through this beautiful advertisement. If the Hindu-Muslim “ekatvam” bothers you so much, why not boycott the symbol of the world’s longest-surviving Hindu-Muslim unity: India? pic.twitter.com/cV0LpWzjda
– Shashi Tharoor (@ShashiTharoor) October 13, 2020
Those who boycott the Tanishq ad don’t like to see the daughter-in-law happy with the mother-in-law. You’ve watched too many soap operas and too much prime-time news.
– Abhishek Singhvi (@DrAMSinghvi) October 13, 2020
Thank you for making us notice how beautiful #tanishq ad dear trolls! pic.twitter.com/Wev3VSaiCw
– shamina shafiq (@shaminaaaa) October 12, 2020
The ad is for Tanishq’s new collection, called “Ekatvam”, which literally means “unity”. “Each #EkatvamByTanishq jewel is meticulously crafted using art forms from across the country. Over 1000 Karigars have spent countless hours creating these jewels that are a captivating ode to the beauty of unity. #TanishqWaliDiwali,” a tweet on the official Twitter account reads.
However, some users of social networks do not agree with the message of the ad. BJP member Khemchand Sharma tweeted Monday: “@TanishqJewelry Why do you show a Hindu ‘daughter-in-law’ to a Muslim family and glorify her? Why don’t you show a Muslim daughter-in-law in your ads with a Hindu? Family? You seem to be promoting #LoveJihad and favoring only one particular Faith … #BoycottTanishq. (Sic) “
Why are you showing a Hindu “daughter-in-law” to a Muslim family and glorifying her?
Why don’t you feature a Muslim daughter-in-law in your ads with a Hindu family?
It looks like you are promoting #LoveJihad & favoring only one particular Faith …#BoycottTanishq
– khemchand sharma #IStandWithFarmersBill (@SharmaKhemchand) October 12, 2020
Many of these tweets were shared using the hashtag. “#BoycottTanishq for playing jihadist cards for brand promotion (Sic),” read another tweet.
Why in all the videos called “United”, only the man is Muslim? I have never seen the Muslim bride and the Hindu groom!#BoycottTanishqpic.twitter.com/3pu823DIl0
– प्रज्ञा वैद्य (Pragya Vaidya) (@ pragyavaidya03) October 13, 2020
Another user from social networks wrote: “This is Tanishq hypocrisy !!! #BoycottTanishq”.
However, there were also those who questioned the outrage and some of the tweets turned out to be ingenious.
People are in fashion #BoycottTanishq as if they buy them jewelry daily.
– Sandeep Singh (@ sandeep90s) October 12, 2020
It is really sad to see what kind of country we are becoming. An advertisement that unites two religions has to be eliminated in the country that used to be called secular forever. ???????? ♀️#tanishqpic.twitter.com/8E7UDl7PeH
– Nilesh Chhanga (@ChhangaNilesh) October 13, 2020
“It is really sad to see what kind of country we are becoming. An ad linking two religions has to be removed in the country that used to be called secular forever. Woman with the palm of the hand #tanishq,” read a post on Twitter .
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