After the backlash, the brand disabled the comment section and likes/dislikes on YouTube and later withdrew the video
The recent Tanishq ad ‘ekatvam’ featuring inter-caste marriage was pulled down after being backlash on social media for promoting ‘love-jihad’.
Tanishq, in their recent statement, said about the withdrawal of ad in the view of ‘hurt sentiments ‘ and further to ensure the wellbeing of their employers.
A Spokesperson for Tanishq said “We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and wellbeing of our employees, partners, and store staff,”
— Tanishq (@TanishqJewelry) October 13, 2020
The ad was featuring inter-caste marriage. Soon after the ad was released, social media divided into two halves. Some were in favor of the ad while it didn’t go well with the other halves for promoting ‘Love- jihad’.
The ad is called Ekatvam was a 45-sec ad on Youtube which showed a Muslim family organizing a Hindu baby shower for their Hindu daughter-in-law.
The caption in the ad read “She is married into a family that loves her like their own child. Only for her, they go out of their way to celebrate an occasion that they usually don’t. A beautiful confluence of two different religions, traditions, cultures.”
Soon after the ad, the ad went viral which resulted in massive criticism and #BoycottTanishq was trending on the online platforms.
While the ad, released on October 9, was appreciated on social media by Congress MP Shashi Tharoor, actor Richa Chadha, and others for its message of “Hindu-Muslim unity”, it didn’t go well with few celebrities. Celebrities such as Kangana Ranaut have joined the trend and criticized the ad and the brand as a whole.
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
Further, this ad was linked to Nikita Ballabhgarh Case 's Nikta Tomar's "Love-Jihad" case ,where a 21 year old girl was killed by her Muslim lover for rejecting his proposal to marry and convert her religion . The advertisement has been further branded as propaganda to draw away attention from crimes against Hindus by Muslims.
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
This puts forward a bigger question, Are we really tolerant and ready to accept the inevitable change?
Propaganda Vs Reality.How long will you ignore this crap in the name of secularism? Now you know why Tanishq Advert was Propaganda & why Tanishq needs to be a boycott?#BoycottTanishq pic.twitter.com/VYMLvPUtms — Gaurav Pradhan 🇮🇳 (@OfficeOfDGP) October 27, 2020