Tanishq forced to take its TVC showing interfaith marriage down.

Massive threats led TATA’s jewellery brand Tanishq to take down its ad film showing interfaith marriage.

Tanishq and the threat to creative entrepreneurship- The New Indian Express

Image Source – New Indian Express

Tanishq the jewellery brand had to withdraw its TVC showing interfaith marriage as a result of the threats received by them on their stores and showrooms. The trolls accused Tanishq for promoting so called “love jihad” and “fake secularism”.


Tanishq took its ad down in order to protect the wellbeing of their employees, partners and store staff. A violent incident took place at one of the showrooms in Gujarat.

All the opposition and protest that the ad faced was due to its theme of a Hindu women married to a Muslim man. The advertisement faced a lot of trolling on twitter because of which a hashtag #BoycottTanishq starting trending on twitter.
The advertisement was about a Muslim family celebrating their daughter in laws baby shower according to traditional south Indian rituals as their daughter in law is a south Indian Hindu married to a Muslim.
It is a 43 seconds Television commercial that faced a lot of social media backlash. A lot of People have come up in support of the advertisement and have said that taking the ad down is unfortunate.
Institution like international advertising association’s (IAA) Indian chapter have talked about the need to strengthen the right of expression for the commercials and have appealed to take strict action against threats and intimidating behaviour.

By – Bhavya Chaturvedi

News source – NDTV