Tanishq Pulls Down the Controversial “ekatvam” Ad After Massive Outrage

This advertisement promoting the Tanishq's 'Ekatvam' line of jewellery stirred up controversy on Twitter

After the backlash, the brand disabled the comment section and likes/dislikes on YouTube and later withdrew the video

Nirlipta Patnaik

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,”

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.

The ad splits the audience

As the ad went viral on online platforms, it splits the audience into halves/ Infographic by Nirlipta Patnaik

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.

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. This puts forward  a bigger question, Are we really tolerant and ready to accept the inevitable change?