Amidst Criticism of Promoting Love Jihad, Tanishq Withdraws New Jewellery Ad
Shikha Chaurasia
Pune, October 13, 2020: Famous jewellery brand ‘Tanishq’ had released a new festive line of jewellery known as ‘Ekatvam’. The advertisement for the new line showed a Hindu-Muslim couple. The Muslim household is preparing for a baby shower for their Hindu daughter-in-law to make her feel at home and comfortable by performing Hindu rituals and embracing her traditions. However, some netizens on Twitter accused the advertisement of promoting ‘Love Jihad’.
A certain section of the social media users objected to the content in the advertisement and soon #BoycottTanishq started trending on social media platforms since Monday morning especially on Twitter. Tanishq was forced to withdraw the ad after facing a severe backlash.
Shobhaa De tweeted in solidarity with the brand and its ad. She said, “Good for you @TanishqJewelery. If only we had more ads like this sensitive and brilliant one promoting love between different communities, India would be a far better place for all. Shame on trolls. #downwithbigotry.”
Actress Kangana Ranaut tweeted, “The concept wasn’t as much a problem as the execution was, the fearful Hindu girl apologetically expressing her gratitude to her in-laws for the acceptance of her faith, Isn’t she the woman of the house? Why is she at their mercy? Why so meek and timid in her own house? Shameful.”
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