Boycott of Tanishq jewelry brand advertisement for depicting an interfaith marriage.

For their recent campaign for Ekatvam By Tanishq, the jewelry brand released an ad that showed a Muslim family getting ready a conventional Hindu baby shower for his/her pregnant Hindu relative-in-law.

Titan Group’s jewelry whole Tanishq has withdrawn a television a promotional material when entails after calls for a boycott of the brand for depicting an interfaith marriage.


The description of the video on YouTube read, “She is married into a family that loves her like their own child. 

Just for her, they are going out of their thanks to celebrating an event that they sometimes don’t. A gorgeous confluence of 2 different religions, traditions, cultures.” 


While one faction thought it was a beautiful example of India’s religious harmony, others criticized it on social media and said it “promoted love jihad” and made the #BoycottTanishq trend online, claiming it doesn’t show the reality of interfaith marriages.


However, as associate degree outrage against the ad grew, Tanishq formally removed the video from all their platforms. “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. 


The company told that the thought behind the campaign was to “celebrate the approaching along of individuals from completely different walks of life, native communities and families throughout these difficult times”.


“This film has stirred up divergent and severe reactions, contrary to its terribly objective,” the statement added.

Many reacted to the ad being pulled down calling the outrage absurd as it was not promoting hate but unity.


“If Hindu-Muslim “ekatvam” irks them must, why don’t they boycott the longest living image of Hindu-Muslim unity within the world — India?


Screenwriter Aniruddha Guha commented: “LOL, we live in a time when an ad is withdrawn for literally *promoting* communal harmony.

And we think COVID-19 is India’s deadliest virus right now.” Here’s how netizens reacted after the ad was pulled down.

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