Two sides of the Tanishq coin

Popular jewellery brand faces major backlash on a commercial showing interfaith marriages, trolls call it out for promoting ‘Love Jihad’.  

#BoycottTanishq has been doing rounds on social media after the Indian jewellery brand launched a commercial depicting a traditional Hindu baby shower hosted by a Muslim mother in law hosting a for her daughter in law. The idea behind ‘Ekatvam’ was to foster love and acceptance even in a diverse society like India.

The ad got a lot of hate from social media as the netizens called it an ‘attempt to promote’ interfaith marriages. Some argued that why is it always Hindu girls marry Muslim boys and not the other way round in popular culture.


Actress Kangana Ranaut criticised the advertisement by calling it sexist, where Hindu women are only accepted in interfaith marriages if she gives the family its heir.


The advertisement was soon taken down after a few Tanishq employees received death threats and stores were attacked in North India.


Tanishq, an enterprise owned by Tata group, released a statement saying “We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well-being of our employees, partners and store staff”.

Several people on social media including civil society actors and members of the opposition denounced the removal of this advertisement on the grounds of promoting secularism and unity.


The flip side to the right-wing trolls attacking the Tanishq ad has shed some light on interfaith relationships and marriages within the parties that police the message behind the ‘Ekatvam’ ad.

Source- Twitter

Narrative of famous interfaith couples surfaced on the internet showing that the idea of ‘Ekatvam’ is a reality that right-wing groups cannot ignore in the Indian society.

By Bhavya Shyam