Tanishq, a famous Jewellery brand has been harshly trolled for releasing an advertisement, on October 9 for their campaign, Ekatvam about interfaith baby shower. In the advertisement, it was shown a Muslim family celebrating a baby shower as per the Hindu tradition.
The video pictured as ‘She is married into a family that loves her like her own child. Only for her, they go out of their way to celebrate an occasion that they usually don’t. A beautiful confluence of two different religions, traditions, cultures.’
After the ad went on air, the brand was trolled on twitter with #BoycottTanishq on October 12. The users felt that the brand was promoting ‘Jihad’ and soon the social media was filled with hate posts boycotting the brand and blaming them of being against the country.
Tanishq has withdrawn the Ad from all the online platforms as there was a growing outrage among the people. Some people also criticised the reaction calling it ‘absurd’ and against Unity for which the country supports.
Congress MP Shashi Tharoor tweeted people have called for the boycott of Tanishq because of such a beautiful ad. If Hindu-Muslim unity disturbs them so much, they should also boycott India.
The campaign of Tanishq, Ekatvam refers to every jewel is crafted from different art forms across the country. Approximately 1000 craftsmen were employed for creating the jewels and was trending on twitter with #TanishqWaliDiwali.
Another actor, Kangana Ranaut also commented that the problem was not in the concept but in its execution. The actor had not like the portrayal of a Hindu girl as frightened. She questioned why was a pregnant Hindu girl was expressing gratitude to her husband’s family for accepting her beliefs and religion. It looked as she was left at their mercy and shown as weak and subjugated. People believe that Tanishq’s campaign is progressive. They have targeted the beliefs and modern women.
The Creative Head, South zone, McCann Worldgroup India said, ‘the advertisement was a good portrayal of unity between two religions. The reaction received was unnecessary and did not mean to hurt the sentiments of the people. Instead, it depicts the idea of love, unity and diversity. Nevertheless, It was very bold of Tanishq to use religion as the central idea in their advertisement.