Jewelry brand Tanishq has reportedly pulled its advertisement for the Ekatvam (Oneness) jewelry line after it was brutally tracked online. The 45-second ad showed a Muslim family holding a traditional South Indian baby shower ceremony for their pregnant daughter-in-law.
Tanishq in a statement said it withdrew the ad “with … the well-being of our employees, partners and store staff in mind.” The statement read: “The idea behind the Ekavatam 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 purpose. We are deeply saddened by the inadvertent stirring of emotions and we are withdrawing this film in light of the hurt feelings and well-being of our employees, partners and store personnel. “
Kangana Ranaut was one of the Bollywood actors who shared her thoughts on the ad and claimed that it glorified “love, jihad, and sexism.” Actress Richa Chadha, on the other hand, found the ad “beautiful.” Divya Dutta, whose voice was used in the ad, also wrote on Twitter: “Yes, it is my voice. It’s sad that it came off the air. I loved.”
Tanishq Ads Row: See What Shashi Tharoor, Kangana Ranaut, and Others Said
The ad was released on October 9. He immediately led to the hashtag #BoycottTanishq for supposedly glorifying the ‘jihad of love’. Kangana, who in the past has called herself a ‘bhakt’, also shared the sentiment. “The concept was not as troublesome as the execution was, the fearful Hindu girl expressing her gratitude to her in-laws for their acceptance of her faith, isn’t she the woman of the house? Why is she at his mercy? Why so meek and shy in her own home? Shameful. “In another tweet, he wrote:” This announcement is incorrect on many levels, the Hindu bahu lives with the family for a significant amount of time, but acceptance occurs only when she is pregnant with his heir. She just a set of ovaries? This ad not only promotes love-jihad but also sexism #tanishq. “
However, other voices from the industry shared their support for the announcement. The brand’s ads are known to challenge stereotypes and show independent women who speak their minds.
“Such a huge company, such a fragile column,” wrote actor Swara Bhasker on Twitter. Author Chetan Bhagat commented: “Dear #tanishq, most of the people who attack you cannot afford it anyway. And given where this economy will take their thinking, they will soon be out of work and therefore definitely not able to buy any #tanishq in the future either. Don’t worry about them. “
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