Updated: October 13, 2020 1:30:52 pm
Titan Group’s jewelry brand, Tanishq, has removed a television ad after calls to boycott the brand for representing an interfaith marriage.
For its recent campaign for Ekatvam By Tanishq, the jewelry brand launched an ad that showed a Muslim family preparing a traditional Hindu baby shower for their pregnant Hindu daughter-in-law. The description of the video on YouTube read: “She is married to a family that loves her like her own son. Just for her, they go out of their way to celebrate an occasion that they normally don’t. A beautiful confluence of two different religions, traditions and cultures. “
But the announcement had mixed reactions online. While one faction thought it was a beautiful example of India’s religious harmony, others criticized it on social media, saying it “promoted love jihad” and made #BoycottTanishq trending online, claiming it doesn’t show reality. of interreligious marriages.
I suppose that a group of people or the feelings of a community are hurt by advertising a product under the so-called secularism. Even if it is a coincidence or is done unknowingly, the brand should remove it and apologize. What if the situation in the ad was reversed? #tanishq #Jewelry
– preyansh (@thepreyansh) October 13, 2020
Why does a Hindu “daughter-in-law” show a Muslim family and glorify it?
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
However, as outrage against the ad grew, Tanishq officially removed the video from all of its platforms. Many reacted when the ad was withdrawn, calling the outrage absurd, as it promoted not hatred but unity.
“If the Hindu-Muslim ‘ekatvam’ bothers you so much, why don’t you boycott the symbol of the world’s longest-surviving Hindu-Muslim unity – India?” Congressman Shashi Tharoor wrote on Twitter. Screenwriter Aniruddha Guha commented, “LOL, we live in an age where an advertisement is being removed to literally * promote * community harmony. And we believe that COVID-19 is the deadliest virus in India right now. ”This is how netizens reacted after the ad was removed.
I wonder what Mahatma Gandhi would have said about #Tanishq ad?
A man we call the father of the nation, a man we believe is so important that we print it on every banknote to remind ourselves of him, a man who helped create India.
I wonder why we don’t hear it anymore.
– Chetan Bhagat (@chetan_bhagat) October 13, 2020
LOL, we live in an age where an ad is being pulled to literally * promote * community harmony. And we believe that COVID-19 is the deadliest virus in India right now. #Tanishq
– Aniruddha Guha (@AniGuha) October 13, 2020
What a lovely advertisement. What a beautiful country. Oh wait … what? https://t.co/aF4fGITfmH
– Srijit Mukherji (@srijitspeaketh) October 13, 2020
Such a beautiful advertisement #tanishq
Wondering why @TataEmpresas he’s withdrawing it for some stupid opinions of the mentally ill of a few.
– Sojan ™ (@sojanjs) 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 don’t you boycott the symbol of the world’s longest-surviving Hindu-Muslim unity: India? pic.twitter.com/cV0LpWzjda
– Shashi Tharoor (@ShashiTharoor) October 13, 2020
What a lovely ad is being trolled. What is happening to us?
– Duro Goenka (@hvgoenka) October 12, 2020
Thank you for making us notice how beautiful #tanishq ad dear trolls! pic.twitter.com/Wev3VSaiCw
– shamina shafiq (@shaminaaaa) October 12, 2020
This ad is beautiful. Contrary to what he is accused of, he actually shows cultures of acceptance. #Tanishq You shouldn’t have to bow to nonsense. Disgusting.@JewelleryJewellery https://t.co/h8iX6JefIg
– Neelangana (@neelangana) October 12, 2020
I still don’t understand what’s wrong with this ad.
What’s wrong with celebrating cross-religious traditions? #tanishq https://t.co/20jJx2KOng– Bratati Mondal (@being_brats) October 12, 2020
It is really sad to see what kind of country we are becoming. An advertisement that unites two religions must be eliminated in the country that used to be called secular forever.#tanishq pic.twitter.com/0iPngDuzus
– Greeshma Shukla🏹 (@GreeshmaShukla) October 12, 2020
People using an advertisement intended to unite them to divide people in the name of religion.
The fact that @JewelleryJewellery I had to remove the ad shows the sad situation.
I support #Jewelry #tanishq with enthusiasm. pic.twitter.com/7s7y9JFkfH
– Nelson (@neljp) October 13, 2020
indianexpress.com has reached out to Tanishq for comment, and the company said it has not yet released any statement on the matter.
This article will be updated if they do.
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