As #BoycottTanishq is trending online, the jewelry brand removes the ad; Twitterati asks why


By: Trends Desk | New Delhi |

Updated: October 13, 2020 1:30:52 pm


tanishq, tanishq interfaith ad, Ekatvam By Tanishq, retired tanishq ad, boycott tanishq trend, Hindu Muslim ads, viral news, Indian expressThe company has now removed the ad from all of its platforms.

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.

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 Many reacted when the ad was withdrawn, calling the outrage absurd, as it promoted not hatred but unity.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.

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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