Tanishq takes down Hindu-Muslim interfaith ad amid severe online trolling; Richa Chadha, Divya Dutta stand by the brand calling it ‘beautiful’


Jewellery brand Tanishq has reportedly pulled off its ad for Ekatvam (Oneness) jewellery line after receiving severe backlash online. The 45-second ad featured a Muslim family decorating their house as they gear up to celebrate a traditional South Indian baby shower ceremony for their pregnant daughter-in-law.

The advertisement divided the social media in two where one faction called it beautiful while the other side called it ‘love jihad’ and had problems with the portrayal of the Hindu woman in the Muslim household. They alleged that the brands don’t dare to show the advertisement the other way around with a Muslim girl celebrating Eid in a Hindu household.

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Besides, netizens, celebrities also voiced their opinion on the advertisement. Kangana Ranaut shared her thoughts on the ad and claimed that it glorified ‘love jihad and sexism’. Richa Chadha, on the other hand, called it ‘beautiful’. Divya Dutta, who lent her voice to the ad also wrote on Twitter and expressed disappointment over it being pulled off air.

The advertisement was released on October 9 and immediately led to the hashtag #BoycottTanishq for promoting ‘love jihad’. Few netizens even targeted the company’s brand manager for the commercial. Kangana called it sexist. Check out some of the tweets from the netizens:

Several stood by Tanishq as well including Chetan Bhagat and Shashi Tharoor. 

(Source: Twitter)