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‘BoycottTanishq’ trends once again, this time for its ad on celebrating Diwali

Jewellery brand Tanishq has again run into contention with people trending #boycotttanishq once again to Twitter. After being accused of ‘promoting love jihad through one of its earlier advertisements, the brand drew outrage once again, this time for its video on celebrating the festival of Diwali.

The brand new collection, ‘Ekatvam by Tanishq’, featuring Sayani Gupta along with Alaya, Neena Gupta, and Nimrat Kaur, all celebrating the unique design of the collection and reflecting the celebration of the oneness and togetherness of different art forms and talking about what Diwali means to them how they are going to celebrate.  However, this time the offense has been taken by a line in the ad said by actor Sayani where she is promoting a cracker-free Diwali. The line, “Definitely no firecrackers, and I don’t think anyone should light any firecrackers, but lot of diyas, a lot of laughter hopefully and positivity” yet once more the brand remain failed to influence a section of internet users who have jumped in to ask for another boycott.

The outrage became visible as on November 8, the actor took to Twitter to promote a peaceful Diwali amid covid19 and wrote “This Diwali, instead of bursting a firecracker, use that 5, 20, 200, 2000 rupees, in buying a mithai or a Dabba of sweets for someone who can’t buy it, buy them two diyas so they also feel like it’s a special day. Do it. And see how you feel.”

But this has distressed some people and sparked the #BoycottTanishq trend again, as C.T Ravi, BJP National General Secretary MLA from Chikkamagaluru Karnataka, slammed by replying that “Why should anyone advise Hindus how to celebrate Our Festivals? Companies must focus on selling their products, not lecture us to refrain from bursting Crackers. We will light lamps, distribute sweets, and burst green crackers. Please join us. You will understand Ekatvam.”

Source: Twitter

Following this many people came in support of this sentiment and netizens are making it viral and once again protesting against the ad by trending #BoycottTanishq and raising the question about not to “defame the culture” by declaring that Hindu festivals contribute to pollution. But Do you really think Tata spends crores of rupees on an advertisement to intentionally hurt sentiments? And in what way exactly their sentiments are hurt?

Source: Twitter
Source: Twitter

They are the ones who find hindu – muslim connections in every single thing including what is an overbearing but otherwise perfectly clean ad spreading awareness about not burst fire crackers, and already several state government have banned sale of fire crackers, nobody questioned them and rather declared it as religion defamation. Tanishq (Tata) has no reason to promote Religious defamation or Hurt the sentiments of Hindus who form 70% of his market.

The Real problem is here hollow brain of people who are brewing up this issue and are showing deep interest in connecting every issues as religion discrimination. They are the ones who are making the smallest molehills into Mountains. Tomorrow it will be worse. It is difficult to figure out the communities of the people who are planning for ‘New Radical Change of Demographics’ or to decide the ‘Need to guard their homes from a community’ but it is certain that ‘This is not the India about which one would have hoped that it would experience an increasing outrage towards the religious topics, caste and of course the ongoing age-old ‘Hindu Vs Muslim’ issue and that too ‘Digitally, in Digital India.’

What do you think?

Written by Ayushi Kedia

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