Why Tanishq’s Communal Harmony message facing Boycott?
As the outrage escalated, the jewellery brand took down the advertisement
By Shafiqul Islam
October 29, 2020, Bangladesh.
India has witnessed a communal outrage on social media for the past few weeks as Tata’s jewellery brand Tanishq’s harmless advertisement, showcasing harmony in an interfaith marriage, has been trolled for “promoting love jihad”.
The ad showed a pregnant Hindu woman being pampered by her Muslim in-laws preparing for a traditional Hindu baby shower.
But Tanishq’s warm ad, featuring a Communal Harmony, turned into a top controversial issue on social media, when a portion of the Hindu community took it as an ‘disrespect’ to them.
In India social media has a huge impact on its audience, mostly when it comes to religious beliefs further resulting in communal violence.
As social media is flooded with top-trending hashtags like #BoycottTanishq, the employees of this jewellery brand were being threatened and forced to write an apology letter.
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. https://t.co/LDRC8HyHYI
— Kangana Ranaut (@KanganaTeam) October 12, 2020
Why i see Hindu daughter in law everywhere….why dont you show Muslim daughter in law anywhere. Just Asking #BoycottTanishq
— Ranzy Singh (@ranzysingh) October 12, 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
Amid all the vicious trolling, Tanishq brought down its ad for the “well-being of its employers and store staff.”
“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.
— Tanishq (@TanishqJewelry) October 13, 2020
While many prominent figures like Congressmen Shashi Tharoor and Abhishek Singhvi, who called out Hindutva bigots for pushing the trend.
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
— Neelangana (@neelangana) October 12, 2020
Those boycotting the Tanishq ad don’t like seeing daughter in law(s) happy around mother in law’s. You have seen too many soaps & too much prime times news.
— Abhishek Singhvi (@DrAMSinghvi) October 13, 2020
However, it is not the first time that an ad agency has to bring down its ad over vicious communal controversy. All the brands, including names like Close Up, Brooke Bond, and Surf Excel, that have been targeted for their attempts to portray Hindu-Muslim unity in the last few years.
India once took pride in its interfaith harmony, how did we get here?