Screenshot from the Tanishq ad

#BoycottTanishq trends, interfaith baby shower ad withdrawn after unrest on social media

Tanishq gave in to social media trolls who trended #BoycottTanishq and withdrew its ad with showing a Hindu-Muslim couple celebrating a baby shower.
Tanishq received intense hatred for its ad that promoted communal harmony
Tanishq received intense hatred for its ad that promoted communal harmony
Image source: Beast of Traal

Tanishq gave in to social media trolls who trended #BoycottTanishq and withdrew its ad with showing a Hindu-Muslim couple celebrating a baby shower. The trend lasted over a day, and soon enough, Tanishq withdrew it due as it β€˜hurt sentiments’ of their employees. Some empathised with their move while others expressed disappointment.


Tanishq ad show Hindi-Muslim couple celebrating baby shower

The ad was part of the Ekatvam campaign. It showed a Muslim mother-in-law leading a pregnant Hindu woman through the house as they held a celebration. Towards the end, the woman says to her mother-in-law that the celebration was typically not part of their lives. However, the mother-in-law assures her that a tradition in every home should be to keep a daughter happy.

Unfortunately, the ad attracted a great amount of hatred. Thousands claimed that the ad promoted β€˜love jihad’, and demanded that it be taken down. Some people did not have a problem with the concept itself, but still wanted it to be more β€˜justified’. Hence, they wanted there to be a Hindu boy and a Muslim girl instead. In fact, #BoycottTanishq trended for quite some time on Twitter due to these users. It went as far as Kangana Ranaut, who said that it was β€˜shameful’ that the β€˜fearful’ Hindu woman was grateful to her in-laws for accepting her faith’s festivals and felt β€˜meek and timid’ in her house. There were also people who said that Tanishq sold jewelry specifically targeted at Muslims, but not Hindus. Therefore the unity they supposedly promoted was a mere faΓ§ade.

Meanwhile, another side of Twitter wholeheartedly supported Tanishq and TATA for releasing an ad that should have predicted such a response. Many also called out the bigotry of those against it. They furthermore requested Tanishq and Ratan Tata to stay put and run the ad despite the backlash it faced. People like Shashi Tharaoor praised the ad while author Chetan Bhagat and ex-leader of Congress Sanjay Jha asked the creators to not give in.

Tanishq withdraws ad – met with disappointment

However, it was not enough. Eventually, Tanishq took down the ad from its YouTube channel too. The company released a statement saying that the reason was due to the ad hurting the employees and partners. There was no apology in the statement. Instead, they expressed their sadness at the lack of acceptance.

The idea behind the Ekavatam campaign is to celebrate the coming together of people from different walks of life, local communities and families during these challenging times and celebrate the beauty of oneness. This film has stimulated divergent and severe reactions, contrary to its very objective.

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.

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