Tanishq takes down inter-faith ad after troll outrage

Tanishq has removed its new advertisement from social media after certain sections, mostly Right Wing, accused the jewellery brand of promoting what they called ‘Love Jihad’ through the commercial video. #BoycottTanishq trended furiously on Twitter all throughout Monday after the advertisement of their new jewellery line, titled Ekatvam, was released to celebrate “unity in oneness”.

Tanishq, however, also found itself on the receiving end of criticism on the internet on Tuesday, as social media criticised the brand for giving into vicious trolling and taking down the ad.


Tanishq crafted a beautiful ad that depicted the story of a Hindu woman, married into a Muslim family. In the advert, the young woman, expecting her first child, is escorted to the garden by her gracious mother-in-law for a ceremony. Soon after arriving at the celebration area, the woman is surprised to witness that the ceremony has been organised as per Hindu rituals. She asks her mother-in-law about it, saying, “Par yeh rasam toh aapke ghar mein nahi hoti hai na? (But this ceremony is not celebrated at your place, isn’t it?),” and is told, “Bitiya ko khush karne ki rasam toh har ghar mein hoti hai na? (The ceremony to make the daughter happy is held in every house, isn’t it?)”

Tanishq, in the description for the video, said, “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.”


No, the Tanishq ad has been taken down after trolls censured the brand left, right and centre for the commercial on Twitter.

On YouTube, the video has been made private.

Screenshot from YouTube.

However several Twitter users shared the advert on their timelines. “The Tanishq ‘Love Jihad’ ad that has now been taken down. Disgusting,” a user said, and also tweeted the advert.

You can watch it here:


Tanishq, with its new advert, has been accused of promoting ‘Love Jihad’ and inter-faith marriages, and was trolled mercilessly by several people. Angry responses filled with bile flooded Twitter on Monday in line with the #BoycottTanishq trend. “#BoycottTanishq Now it is become national problem. We have to fight this issue with legal and social motive. Protect our daughter from love jihad and save their lives,” a user said.

Another user questioned, “Why I see Hindu daughter-in-law everywhere….why don’t you show Muslim daughter-in-law anywhere. Just Asking.”

After severe trolling from Right Wing sections, Tanishq removed the ad.


Although Tanishq succumbed to the trolling and removed the ad, several sections are unhappy with the jewellery brand for conceding defeat.

“What was there as Love Jihad yaar? It’s a sweet ad which just shows that you can express your love to the other person irrespective of caste like what is wrong with the people,” a user said.

“Sad that this was pulled out. Instead Tanishq should have more of this inter-caste inter-religious theme adverts. Trolls cannot be given legitimacy,” another user said.

See the responses here:

Tanishq removing the ad also received a sharp response from Congress leader Shashi Tharoor, who slammed ‘Hindutva bigots’ for calling for a boycott of Tanishq over the jewellery ad.

Tanishq is a division of Titan. It is promoted by the Tata Group in collaboration with the Tamil Nadu Industrial Development Corporation (TIDCO).

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