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.
WHAT DID THE TANISHQ AD SHOW?
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.”
IS THE TANISHQ AD AVAILABLE ON YOUTUBE?
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:
The Tanishq ‘Love Jihad’ ad that has now been taken down. Disgusting! pic.twitter.com/QuS1XBTVIO
— Kashyap Amrika Observer (@YearOfTheKraken) October 12, 2020
WHY DID TANISHQ TAKE DOWN THE EKATVAM AD?
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.”
I will never forget and never buy anything from @TanishqJewelry
“I” includes my family and friends.
— Bhanu Prakash (@PrakashTweep) October 12, 2020
— JP Awasthy (@JpAwasthy) October 12, 2020
They sell jewels to Hindus and mock us; apology is not enough; heads should roll,
— peedus (@SudeepAC65) October 12, 2020
All showrooms, outlets, franchisees and counters of @TanishqJewelry should be closed forthwith for coming 3 months. Else #Hindus should enforce a complete boycott of their products and their “Patrons”.
Enough is enough!#BoycottTanishq
— Pankaj Kumar (@zapatta091) October 12, 2020
Why i see Hindu daughter in law everywhere….why dont you show Muslim daughter in law anywhere. Just Asking #BoycottTanishq
— Ranzy Singh (@ranzysingh) October 12, 2020
After severe trolling from Right Wing sections, Tanishq removed the ad.
BUT TWITTER IS DIVIDED AFTER 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:
What was there as love jihad yaar its a sweet add which just shows that u can express your love to the other person irrespective of caste like what is wrong with the people
— Divya kinger (@divya_kinger) October 12, 2020
Sad that this was pulled out. Instead Tanishq should have more of this inter cast inter religious theme adverts. Trolls cannot be given legitimacy https://t.co/4mX35CnMCx
— Krishna Kumar V (@Vadakkepat_kris) October 13, 2020
This ad is beautiful. Opposite of what it’s being accused of, it actually shows accepting cultures. #Tanishq shouldn’t have to bow down to nonsense. Disgusting.@TanishqJewelry https://t.co/h8iX6JefIg
— Neelangana (@neelangana) October 12, 2020
what exactly is wrong with this ad? https://t.co/i1cvpAxSGj
— Eggs Sampler (@EggsSampler) October 12, 2020
@TanishqJewelry ! You deserve more. Rest is bigatory, don’t pay attention to 2 tweets. https://t.co/QmGv6lsbvO
— Ajaz Lone (@ajazlone) October 12, 2020
I still don’t understand what’s wrong with this ad?
What’s wrong with Celebrating traditions cross religion? #tanishq https://t.co/20jJx2KOng
— Bratati Mondal (@being_brats) October 12, 2020
Nothing wrong with the ad and hope we see this happening in India one day. However, the messaging should go to all communities and not just to the Hindus – Take example of the flak that Nusrat Jahan gets from Islamists, interfaith marriages are rare in Parsis, Sikhs as well.
— Jeet Sule (@JeetSule) October 12, 2020
People boycotting #tanishq. Plz, let me know if you’re throwing away your existing Tanishq jewellery (remember you destroyed Chinese products) or even selling it at half price. Though I m not a jewellery fan, I don’t mind being Bappi Lahiri.
— Rakhi Tripathi (@rakhitripathi) October 13, 2020
It’s really sad to watch what kind of country we are turning into. An ad uniting two religions has to be taken down in the country which used to be called secular since forever.#tanishq pic.twitter.com/0iPngDuzus
— Greeshma Shukla (@GreeshmaShukla) October 12, 2020
“I will not buy jewelry from #Tanishq“
“Because they show a loving Muslim family and how caring they are towards their Hindu bahu. It goes against my bigotry and hate.”
— Surbhi Gupta (@bysurbhigupta) October 12, 2020
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? pic.twitter.com/cV0LpWzjda
— Shashi Tharoor (@ShashiTharoor) October 13, 2020
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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