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.
It's a beautiful ad. https://t.co/b90dEiyLyw
— TheRichaChadha (@RichaChadha) October 13, 2020
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.
Yes it’s my voice. It s sad it’s taken off air. I loved it https://t.co/uWyPzbfHUd
— Divya Dutta (@divyadutta25) October 13, 2020
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. https://t.co/LDRC8HyHYI
— Kangana Ranaut (@KanganaTeam) October 12, 2020
This advert is wrong on many levels, Hindu bahu is living with the family for significant amount of time but acceptance happens only when she is carrying their heir. So what is she just a set of ovaries?This advert does not only promote love-jihad but also sexism #tanishq
— Kangana Ranaut (@KanganaTeam) October 13, 2020
As Hindus we need to be absolutely conscious of what these creative terrorists are injecting in to our subconscious, we must scrutinise, debate and evaluate what is the outcome of any perception that is fed to us, this is the only way to save our civilisation #tanishq
— Kangana Ranaut (@KanganaTeam) October 13, 2020
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:
Y is she on mercy of her in laws for following her faith ?See how overwhelmed she's looking after knowing that her faith would be acceptd whereas it should have been so normal thing for a family member n as an Indian hindu citizen to follow hindu faith or as Muslim , Muslim faith
— dr jain (@pkj_191290) October 13, 2020
Most problematic concept in the add was that the girl's parents were not shown at the goad bharai ceremony. It's like her Hindu parents have abandoned her but her mother in law loves her more. Subtly also encouraging Hindu girls to marry M boys against their parents wishes
— Ganesh (@CapHaddock121) October 13, 2020
.@TanishqJewelry removed Advert bcoz they don't want to mess up their biggest annual business
I believe this case should be made an example for Tanishq & others NOT TO MESS & Mock Hindus
So pls #BoycottTanishq for this entire business season
HINDUS have to awaken pic.twitter.com/NV76iJtAzM
— Gaurav Pradhan (@OfficeOfDGP) October 12, 2020
Elephant Tooth Real Tooth#tanishq Tanishq spoil Hindu culture.
All Nationalist demand Boycott Tanishq.
— Pushpendra Kulshreshtha (@iArmySupporter) October 13, 2020
— Rishi (@RishiUvaach) October 13, 2020
Several stood by Tanishq as well including Chetan Bhagat and Shashi Tharoor.
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
some of us live with,deal with and thrive with trolling everyday. If you know you are in the right, as a company people trust, be more solid. Don't let bullies trample Indian unity, creativity and expression.Make a statement. Keep the ad. Stay strong. Stay Indian.
— Chetan Bhagat (@chetan_bhagat) October 13, 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
"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
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