A still from the Tanishq ad, which has now been taken down Credit: Screengrab

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Following widescale backlash and social media trolling, Tata Group’s Tanishq Jewellery has taken down its advertisement showing an interfaith couple.

The ad for Tanishq’s ‘Ekatvam’ series shows a Muslim family preparing a traditional Hindu baby shower for their pregnant Hindu daughter-in-law. However, netizens started accusing the jewellery brand of promoting ‘love jihad and ‘fake secularism’. Subsequently, #BoycottTanishq started trending on Twitter on Monday.

The company had first turned off the comment option, and hidden the like and dislike count on their YouTube channel. It was subsequently made private on Monday evening, making it unavailable for public, and by Tuesday morning, the advertisement was no longer visible on its YouTube page.

Meanwhile, several social media users condemned the attack on Tanishq, and were disappointed that Tanishq took down the advert.

Congress MP Shashi Tharoor 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?”

Former Chief Operating Officer (CEO) of Viacom and current MD of House of Cheer Networks Raj Nayak expressed his disappointment on the withdrawal of the ad. He tweeted, “This is really sad! How can a brand as strong as Tanishq from the House of Tata’s chicken out based on trolls? In fact the trolls were helping you get more visibility for your ad.”

Author Chetan Bhagat tweeted, “As a TATA group company, expected #Tanishq to be fairer and braver. If you have done nothing wrong, if you have shown something beautiful about our country, don’t get bullied. Be Indian. Be strong.”

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