Boycott Tanishq vs Communal Harmony: Not First, Nor the Last

Communal outrage on social media for allegedly promoting love jihad in advertisementJewelry brand Tanishq removed their advertisement following the outrage in Social Media

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.


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.


While many prominent figures like Congressmen Shashi Tharoor and Abhishek Singhvi, who called out Hindutva bigots for pushing the trend.


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?