The commercial is part of Tanishq’s ‘Ekatvam’ current holiday season collection. Now it has sparked outrage on social media.
News18.com
Last update: October 12, 2020 1:12 PM IST
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The Indian Internet is no stranger to outrage. Sometimes it’s a cricket player’s performance, sometimes it’s a Netflix show, and sometimes it’s as trivial as an advertisement. In the latest outrage on Twitter, a popular jewelry brand has been embroiled in a social media controversy following its newly launched ad. The ad is about a Hindu-Muslim couple.
In the ad for the jewelry brand, a Hindu woman who is married to a Muslim family is getting ready for her baby shower. It has been shown that her in-laws did everything they could to make their Hindu daughter-in-law feel comfortable by performing Hindu rituals.
And like everything else, the cancellation culture brigade has come together – now they want the jewelry brand banned. The Tanishq boycott is now one of the main trends on Twitter.
Tanishq’s commercial description reads: She is married to a family that loves her like their 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.
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In recent years, Tanishq has launched television commercials to promote new jewelry designs that often portray the changing facets of modern Indian women. However, this did not go well with many Indian audiences.
The #BoycottTanishq group took to Twitter to trend the hashtag as they railed on alleging that the ad promoted ‘love jihad’ and had anti-Hindu sentiments.
Shame on Tanishq. Stop showing shit and propaganda disguised as publicity. If you don’t have the balls to show reality, avoid those moral platitudes. #BoycottTanishq
Some, however, defended the idea behind the commercial and said that the commercial only seeks to promote harmony and has no other intention behind it.
Let me change the perspective to make you feel better.
Tanishq is a conventional brand. They have come out with the ad. They have set the context. Ignore the haters, focus on the fact that the ad itself is a win.
I don’t know how long you’ve been following Tanishq. But in the past, Tanishq had released an entire collection based on Muslim weddings … And in fact, it was the most beautiful jewelry collection he had ever seen. They might have released many more collections before or after that.
The backlash to Tanishq’s ad and Surf Excel’s ad serves to show that it is the Hindu-Muslim harmony that these people have trouble with. The ads had NOTHING to do with love jihad.
Love Jihad or Romeo Jihad is a conspiracy theory that alleges that Muslim men attack women belonging to non-Muslim communities to convert them to Islam by feigning love and marrying them.
The commercial is part of Tanishq’s ‘Ekatvam’ current holiday season collection.
