Tata Group’s jewelry brand Tanishq, which bends under pressure, has withdrawn its latest ad following criticism from a section of social media users who allege that the ad promotes ‘love jihad’, a derogatory term used by fringe groups to define interfaith relationships.
The #BoycottTanishq hashtag has also been trending on social media sites like Twitter since Monday. However, Tanishq’s decision to withdraw the ad also drew criticism for “giving in” to the “trolls.”
The ad, posted before the holiday season, features a baby shower hosted by a Muslim family for their daughter-in-law, who is Hindu. Towards the end of the video, the young woman points out to her mother-in-law that the baby shower is not a tradition in her home, and the mother-in-law responds: “Isn’t it a tradition for all homes? keep the daughters happy?
The brand has yet to release an official statement on the matter.
Meanwhile, reacting to the issue, Congressional MP Shashi Tharoor tweeted: “So Hindutva fans have called for a boycott of @TanishqJewelry for highlighting Hindu-Muslim unity through this beautiful advertisement. If the Hindu-Muslim “ekatvam” bothers you so much, why not boycott the world’s longest-surviving symbol of Hindu-Muslim unity – India? “
Similarly, author Shobhaa De said, “Good for you @TanishqJewelry. If only we had more ads like this sensitive and bright one that promotes love between different communities, India would be a much better place for everyone. Shame on the #downwithbigotry trolls. “
According to Ms. De, RPG Group’s tweet, Harsh Goenka, said: “What a lovely ad is being trolled. What is happening to us?
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