Amid Trolls jewellery brand Tanishq pulls down controversial ad; Netizens ask why

Titan Group’s jewellery brand Tanishq has withdrawn a television advertisement after calls for boycott of the brand for depicting an interfaith marriage.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.”

ALSO READ: Woman set herself on Fire outside UP CM Yogi Adityanath’s office

What's Controversial?

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.

However, as outrage against the ad grew, Tanishq officially removed the video from all their platforms. 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Screenwriter Aniruddha Guha, commented: “LOL, we live in a time when an ad is withdrawn for literally *promoting* communal harmony.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.”

ALSO READ: Hathras Case: Cremation against our wishes, Victim’s family to Allahabad HC

Here’s how netizens reacted after the ad was pulled down

https://twitter.com/GreeshmaShukla/status/1315786527633551361

https://twitter.com/neelangana/status/1315760148820836352

https://twitter.com/ShashiTharoor/status/1315833504253374464

https://twitter.com/rajcheerfull/status/1315852848140218368

https://twitter.com/SharmaKhemchand/status/1315498138212298752

ALSO READ: Three Dalit sisters, all minors, attacked with acid in Uttar Pradesh

https://twitter.com/chetan_bhagat/status/1315901531770691586

https://twitter.com/AniGuha/status/1315893516564746241

https://twitter.com/srijitspeaketh/status/1315895682155372544

Stay tuned with the newstrack to get fastest updates. Click @englishnewstrack to follow us on Facebook and @newstrackmedia to follow on Twitter.