After removing an ad that became the subject of incessant trolling on social media, jewelry brand Tanishq has issued a statement about the incident. The ad, which included an interfaith baby shower, was the target of many accusing the brand of promoting ‘love jihad’. The #BoycottTanishq hashtag was also trending on Twitter on Monday.
Following the backlash, the brand removed the ad. The move has been a trending topic on Twitter all day. The brand, a few hours ago, shared a statement about it.
“The idea behind the Ekatvam campaign is to celebrate the coming together of people from different walks of life, local communities and families during these challenging times and to celebrate the beauty of unity. This film has provoked divergent and severe reactions, contrary to its own objective, ”says the statement shared on the brand’s social media accounts.
“We are deeply saddened by the involuntary stirring of emotions and we are withdrawing this film with the hurt feelings and well-being of our employees, partners and store personnel in mind,” it further says.
The statement has sparked various reactions on Twitter.
Earlier, Thiruvananthapuram MP Shashi Tharoor posted a very definite tweet about the incident:
Author Shobhaa De and business mogul Harsh Goenka also shared their reactions to the announcement:
The commercial, which was withdrawn, showed a Muslim family holding a traditional South Indian baby shower ceremony for their pregnant daughter-in-law.
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