Tanishq receives backlash from netizens for its new advertisement

Over the years of advertising, many brands have gotten involved in controversies and have been the victim of backlash by the viewers.

Manvika Adlakha

The famous jewellery brand Tanishq is now the newest member joining this club ever since it broadcasted its latest advertisement.

image source: The Leaflet

#BoycottTanishq has been trending all over the internet with netizens slamming Tanishq for ‘promoting Love Jihad’.  Even celebrities like Kangana Ranaut took the chance to call out the entire brand and the advertisement. Though the lifespan of issues on the internet might not last long they can certainly leave a lasting impact.

The advertisement has revealed to show a pregnant Hindu being escorted by her Muslim mother-in-law to her god-bharai or baby shower ceremony. The woman then can be seen asking her mother-in-law that “this ceremony is not held at your home” to which the mother-in-law replies her with a question, “isn’t it a tradition to keep daughters happy everywhere?”

Moments after the advertisement was uploaded and released on the internet, it didn’t take much longer for the various sections of the people to show their outrage against it, making it go viral on the internet. Many called out the brand by questioning them with the fact that why it is always a Hindu woman shown married in a Muslim family in the advertisements and not the other way around. While some spoke against the interfaith marriages.

However, while one section was slamming the brand and endorsing to boycott it completely there was also the coterie who spoke in favour of the ad and condemned it being taken down by the Tanishq. To them, the brand was trying to promote unity and secularism in society. Many even pointed out that society doesn’t like the idea of mother and daughter-in-law having good relations. The people’s mindset has been polluted by the typical Indian daily soaps where both are always at each other’s throats.

Tanishq eventually released and official statement where it states its intentions behind the advertisement and tries to put out the fire. The statement read, “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.”