How did Tanishq’s advertisement land in the controversy can?

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

By: Anushua Aich

Jewellery brand Tanishq, took down its ad, after it had to bore the brunt of online trollers and bigoted groups.

Ostensibly, on October 9, 2020, the Tanishq advertisement screened a story that involved a Hindu woman, who was shown to be married into a Muslim family. The display further proceeded with the Muslim mother-in-law as well as the other in-laws, empathizing the Hindu daughter-in-law, as they prepared themselves towards celebrating baby shower and performing Hindu rituals.

Subsequently, harsh social media trolls and criticism showered in the days after the advertisement was released. This counteraction stirred a trend called #BoycottTanishq on Twitter, and in no time, Tanishq was left with no choice but to take down its advertisement from every media that dominated the public space.

Actor Divya Dutta, whose voice lined the advertisement tweeted, “Yes it’s my voice. It s sad it’s taken off air. I loved it.”

It was believed that the brand chose to make such an advertisement because it endorsed part of their festive collection called the ‘Ekatvam’. “The idea behind the Ekatvam campaign is to celebrate the coming together of people from different walks of life, local communities and families during these challenging times and celebrate the beauty of oneness. This film has stimulated divergent and severe reactions, contrary to its very objective,” said a spokesperson of Tanishq.

Besides, a Tanishq showroom located in Gandhidham town of Kutch, was allegedly attacked by a mob that comprised Hindutva devotees, who insisted on having an apology poster being affixed on the door, that appeared in the direction of Samagra Kutch Jilla Hindu Samaj, for its advertisement.

People like Chandni Shah, the COO of Kinnect, said, “India is a secular country and brands can also represent that. Sharing love between communities should be allowed and brands that take a stand towards promoting humanity should be appreciated.”

Here’s a video that summarizes the Tanishq controversy at a glance: