Tanishq has taken down a 45-sec advertisement depicting an inter-faith marriage after right-wing groups took to Twitter calling for a boycott. It was claimed that the ad was promoting ‘love jihad’, a popular conspiracy theory propounded by Hindutva ideologues which suggests that Muslim men deliberately marry Hindu women in order to convert them to Islam.
Several people, however, had supported the brand and its advertisement and condemned the ‘divisive’ calls to boycott.
Congress MP Shashi Tharoor took to Twitter and said, “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?”
While Tanishq has not officially commented on the issue, sources in the industry suggested that the advertisement has indeed been pulled down. The advertisement which had been released on Youtube has also been made private.
#BoycottTanishq was trending through the day on Monday as trolls questioned the company for showing the advertisement that depicted a baby shower of a Hindu woman who had married into a Muslim household.
The ad showed a Muslim family preparing for a Hindu-rituals of the baby shower and when the pregnant daughter-in-law points out to the mother-in-law that these rituals were not a tradition at their place, the latter replies that keeping a daughter happy was a tradition in all homes. Titled ‘A confluence’, the ad was broadcast as part of Tanishq’s ‘Ekatvam’ collection of jewellery being released ahead of Diwali.
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