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Tanishq Ad Controversy Details: Trending #BoycottTanishq led the Brand to pull the Ad

by Ek Wanderer

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After being trolled on social media, Tanishq pulled down its latest Ekatvam (oneness) Ad Campaign. The Ad garnered criticism for promoting 'love jihad' and soon #BoycottTanishq started trending all over the internet.

Kangana Ranaut joined the bandwagon and criticised the Ad. She tweeted, “The concept wasn’t as much a problem as the execution was, the fearful Hindu girl apologetically expressing her gratitude to her in-laws for the acceptance of her faith, Isn’t she the woman of the house? Why is she at their mercy? Why so meek and timid in her own house? Shameful.”


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What is the Tanishq Ad Controversy

The controversial Ad showed a pregnant Hindu daughter-in-law being led to her baby shower (godh bharai) venue by her Muslim mother-in-law.

Witnessing that her in-laws have organised traditional South Indian baby shower for her, she asks her mother-in-law, "Mother this ceremony doesn't happen in your house." ("Maa ye rasam apke ghar me hoti bhi nahi hai na").

To this, her mother in law replies, "But the ceremony to keep daughters happy happens in every family." ("Par bitiya ko khush rakhne ki rasam har ghar me hoti hai.")

The advertisement depicting the interfaith marriage suffered a severe backlash. People called out the brand and its parent company. 

The hashtag #BoycottTanishq trended on the internet and public demanded a ban on the advertisement and a boycott of the jewellery brand.


Why Tanishq Ad suffered a backlash

The jewellery brand has been trolled for glorifying love jihad by celebrating interfaith marriage.

Social media users questioned that why couldn't the creative team produce the same Ad with a Muslim daughter-in-law in a Hindu family? Isn't because they fear Muslim backlash?



Tanishq Ad row divides Social Media  

The social media seems to be divided on the issue, while many criticized the campaign, others were in support of it. 

Senior Congress leader Shashi Tharoor tweeted, "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?"


Ad Bodies support Tanishq

Various advertising bodies, including the Indian chapter of the International Advertising Association and the Advertising Club have condemned the "intimidating behaviour" and trolling on Social Media.


What was Tanishq's response to the Love Jihad Controversy

The jewellery brand has pulled the plug on its latest Ad after facing flak over its theme. The brand said the idea behind its Ekatvam campaign was to celebrate the beauty of oneness.

"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 spokesperson said.

Fake news of Gandhidham store

A TV Channel ran a piece of fake news about the brand's showroom attached by a mob at Gandhidham, Kutch in Gujarat. The Gujarat police claimed that there was no attack, and it was an attempt to incite violence in the state.

One of the brand's showroom in Gandhidham town was asked to apologise Hindu Community over the advertisement. They had put up a note on the door. "We apologise to Hindu community of Kutch on the shameful advertisement of Tanishq," the note read.

After-effects of the withdrawal

As the brand took the Advertisement off the air, people including Chetan Bhagat and Swara Bhaskar tweeted slamming the brand and its parent company Tata Group. 

Have you seen the Ad? What are your views on the issue? Write to us in the comments section.

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