Tanishq pulls down interfaith marriage ad after #BoycottTanishq trends

DY365
DY365
Published: October 13,2020 01:54 PM
DY365

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October 13, 2020: A day after being viciously trolled on Twitter for glorifying love jihad, Titan Ltd owned jewellery brand Tanishq has taken down its campaign "Ekatvam" (Oneness) from all media

October 13, 2020: A day after being viciously trolled on Twitter for glorifying love jihad, Titan Ltd owned jewellery brand Tanishq has taken down its campaign "Ekatvam" (Oneness) from all media platforms. The 45-second ad featured a Muslim family celebrating a traditional South Indian baby shower ceremony for their pregnant daughter-in-law.



Tanishq is yet to make a statement on the decision to withdraw the campaign.



The advertisement, released on 9 October, was attacked for glorifying love jihad - a term coined by Hindu extremist groups to refer to an alleged campaign by Muslims to convert Hindu girls in the guise of love. The brand was also criticized for promoting fake secular sentiment while hurting feelings of a particular religious community.



The ad had mixed reactions online. While one faction thought it was a beautiful example of India’s religious harmony, others criticized it on social media, tweeted with the hashtag #BoycottTanishq calling for a ban on the advertisement and a boycott of the jewellery brand.





However, as outrage against the ad grew, Tanishq officially removed the video from all their platforms. Many reacted to the ad being pulled down many reacted to it calling the outrage absurd as it was not promoting hate but unity.