Advertisement promoting communal harmony ended up dividing the netizens in two
Tanishq withdraws their “beauty of oneness” ad after #BoycottTanishq goes trending on social media.
By Trisha Majumder
Kolkata, October 28, 2020: For the “Ekatvam” campaign by Tanishq , the brand released an advertisement on social media showing a Muslim mother-in-law preparing a hindu baby shower for her pregnant hindu daughter-in-law, which some netizens pointed out to be disrespectful towards religious sentiments.
India has often seen such incidents where several brands have received backlash for promoting communal harmony through advertisements. The Hindutva brigadiers have always been steady in action each time to reject the respective brands and promoting the hashtag to boycott them and this time was no exception.
Kangana Ranaut had put out a tweet expressing her concerns about the wrong portrayal of communal harmony through the ad.
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
There were many others who accused Tanishq of promoting “love jihad” and claimed that Tanishq was not showing the actual scenario of an inter-religious marriage.
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
— Manoj Kureel (@ManojKureel7) October 14, 2020
The brand withdrew the ad and posted an apology on twitter claiming that their intention was only to promote ‘oneness’ among the Indians and has removed the ad for the sake of the protection of their employees, partners and store staff.
— Tanishq (@TanishqJewelry) October 13, 2020
Following the withdrawal and general hatred, many others came up to support Tanishq and appreciated the ad. Some shared their own stories of inter-faith marriage and supported the sentiment of the ad whole-heartedly. Few others claimed that if an ad showing how to make the daughter happy angers a nation then this is a dark age.
Meri godbharai.. socha share kar dun.. and before crying out love jihad, lets learn about special marriage act.. pic.twitter.com/BUykrCriaC
— rasika agashe (@rasikaagashe) October 14, 2020
This is for @TanishqJewelry and #bigots who called for #BoycottTanishq and have questioned “what if” religions were changed.
So here goes, my maiden name is Zara Farooqui and I am married to Nikhil Parwal @NikZar05 since 2016. And these are our wedding pics. #TanishqAd pic.twitter.com/PV2dQScFPJ
— Zara Raj Parwal (@ZParwal) October 14, 2020
Tanishq has officially withdrawn their ad after being trolled viciously. Here’s why this is a very sad state of affairs, and context from other such ads that were trolled (and some, withdrawn) https://t.co/Nb0cSiTPHX pic.twitter.com/sn3IMBqdmC
— Karthik (@beastoftraal) October 13, 2020
I wonder what Mahatma Gandhi would have said about #Tanishq ad?
A man who we call father of the nation, a man who we think is so important we print him on every currency note to remind ourselves of him, a man who helped create India.
I wonder why we don’t listen to him anymore?
— Chetan Bhagat (@chetan_bhagat) October 13, 2020
Good for you @TanishqJewelry . If only we had more ads like this sensitive and brilliant one promoting love between different communities, India would be a far better place for all. Shame on trolls. #downwithbigotry
— Shobhaa De (@DeShobhaa) October 12, 2020
It’s really sad to watch what kind of country we are turning into. An ad uniting two religions has to be taken down in the country which used to be called secular since forever.🤦🏻♀#tanishq pic.twitter.com/0iPngDuzus
— Greeshma Shukla🏹 (@GreeshmaShukla) October 12, 2020
Shashi Tharoor , Congress MP in Facebook and Twitter called out the Hindutva bigots for promoting hatred instead of understanding the real intention behind the ad.
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
Some even compared the hatred and intolerance as a virus which is deadlier than the COVID.
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. #Tanishq
— Aniruddha Guha (@AniGuha) October 13, 2020