Titan Group’s jewellery brand Tanishq has withdrawn a television advertisement after calls for boycott of the brand for depicting an interfaith marriage.
For their recent campaign for Ekatvam By Tanishq, the jewellery brand released an advertisement 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 into a family that loves her like their own child. Only for her, they go out of their way to celebrate an occasion that they usually don’t. A beautiful confluence of two different religions, traditions, cultures.”
But the ad had mixed reactions online. While one faction thought it was a beautiful example of India’s religious harmony, others criticised it on social media and said it “promoted love jihad” and made #BoycottTanishq trend online, claiming it doesn’t show the reality of interfaith marriages.
I suppose a group of people or a community’s sentiments are hurt while advertising a product under so called secularism. Even if it is a coincidence or done unknowingly, the brand must delete it & apologise.What if the situation in the ad was vice versa? #tanishq #TanishqJewelry
— preyansh (@thepreyansh) October 13, 2020
Why are you showing a Hindu “daughter in law” to a muslim family and glorifying it?
Why dont you show a Muslim daughter in law in your ads with a Hindu family?
— khemchand sharma #IStandWithFarmersBill (@SharmaKhemchand) October 12, 2020
However, as outrage against the ad grew, Tanishq officially removed the video from all their platforms. “We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well being of our employees, partners and store staff,” Tanishq said in a statement.
The company said that the idea behind the campaign was to “celebrate the coming together of people from different walks of life, local communities and families during these challenging times”.
“This film has stimulated divergent and severe reactions, contrary to its very objective,” the statement added.
— Tanishq (@TanishqJewelry) October 13, 2020
Many reacted to the ad being pulled down calling the outrage absurd as it was not promoting hate but unity. “If Hindu-Muslim “ekatvam” irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity in the world — India?” Congress MP Shashi Tharoor wrote on Twitter. Screenwriter Aniruddha Guha, commented: “LOL, we live in a time when an ad is withdrawn for literally *promoting* communal harmony. And we think COVID-19 is India’s deadliest virus right now.” Here’s how netizens reacted after the ad was pulled down.
I wonder what Mahatma Gandhi would have said about #Tanishq ad?
A man who we call father of the nation, a man who we think is so important we print him on every currency note to remind ourselves of him, a man who helped create India.
I wonder why we don’t listen to him anymore?
— Chetan Bhagat (@chetan_bhagat) October 13, 2020
What is the procedure to boycott bigotry and hate?
— Kiran Manral (@KiranManral) October 13, 2020
LOL, we live in a time when an ad is withdrawn for literally *promoting* communal harmony. And we think COVID-19 is India’s deadliest virus right now. #Tanishq
— Aniruddha Guha (@AniGuha) October 13, 2020
I like this ad. Keep sharing. Wish Tanishq wouldn’t bow down to petty, paid trolls. Ignore the haters. https://t.co/KeFATBe1bm
— Konkona Sensharma (@konkonas) October 13, 2020
What a lovely ad. What a lovely country. Oh wait…what? https://t.co/aF4fGITfmH
— Srijit Mukherji (@srijitspeaketh) October 13, 2020
Such a beautiful ad #tanishq
Wondering why @TataCompanies is withdrawing it for some stupid mentally ill views of few.
— Sojan™ (@sojanjs) October 13, 2020
So Hindutva bigots have called for a boycott of @TanishqJewelry for highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim “ekatvam” irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity in the world — India? pic.twitter.com/cV0LpWzjda
— Shashi Tharoor (@ShashiTharoor) October 13, 2020
What a lovely ad is being trolled. What’s happening to us?
— Harsh Goenka (@hvgoenka) October 12, 2020
— shamina shafiq (@shaminaaaa) October 12, 2020
— Neelangana (@neelangana) October 12, 2020
— Bratati Mondal (@being_brats) October 12, 2020
It’s really sad to watch what kind of country we are turning into. An ad uniting two religions has to be taken down in the country which used to be called secular since forever.🤦🏻♀️#tanishq pic.twitter.com/0iPngDuzus
— Greeshma Shukla🏹 (@GreeshmaShukla) October 12, 2020
People using an advertisement meant to unite them to divide people in the name of religion.Advertisement
The fact that @TanishqJewelry had to take down the ad shows the sad state of affairs.
— Nelson (@neljp) October 13, 2020