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Tanishq Ad controversy: Love Jihad or not?

Tanishq Ad

Tanishq Ad controversy: Love Jihad or not?


Tata’s jewellery brand Tanishq is under fire for its most recent advertisement ‘Ekatvam’ after being accused of promoting love jihad. A company spokesperson said that the purpose of this ad film was not to hurt anyone’s feelings and that is why it has been withdrawn. They explained that people were trolling them on social media plus some were suggesting to boycott them, following which they have withdrawn their ad.

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Said advertisement featured ‘Godh Bharai’ ceremony or baby shower for a Hindu girl who married in a Muslim family. In the advertisement, a pregnant woman asks her mother-in-law that your culture doesn’t perform this ceremony to which her mother-in-law replies that the ritual of keeping the daughter happy is in every house.

The company issued a statement saying that the idea behind this ad campaign was to inspire people, local communities, and families from different regions to come together and celebrate during these challenging times, but the original purpose was lost. The ad film, contrary to its objective, increased people’s resentment which led to harsh reactions from some people.

On Twitter, the debate over the advertisement started, some tweets demanding a ban on said advertisement and boycotting the Tata brand. At first, Tanishq shut down the likes and comments feature on their ad on YouTube but on Tuesday, withdrew the video altogether. A spokesperson for Tanishq said in a statement, “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.”

On Wednesday, In a statement on Wednesday, the Advertising Club said that its review found that the ad was not derogatory to any individual, organization, or religion and does not hurt any national sentiment. Their statement said, “Such baseless and irrelevant attack on creative expression is extremely concerning.”

Meanwhile, the Indian chapter of the International Advertising Association said, “While we respect the opinion of every individual on subjective matters, these should not descend to illegal threats and anti-social behaviour. We appeal to the concerned governments to take a serious view of such intimidating behaviour and take exemplary action were required to ensure that businesses are provided with a safe environment to communicate their brand advertising messages.”