Tanishq withdraws advertisement, accused of glorifying "Love Jihad"

13 Oct 2020

Tanishq withdraws advertisement, accused of glorifying "Love Jihad"

Written by
Shalini Ojha

Business

Popular jewelry brand Tanishq, from the house of Tata, withdrew an advertisement for its latest collection Ekatvam after the clip triggered immense outrage on social media for glorifying "Love Jihad."

The advertisement, released last week, showed a Hindu girl as a daughter-in-law in a Muslim household.

Critics alleged the story whitewashed the violence Hindu women are subjected to due to inter-faith relationships.
In this article
A baby shower formed the essence of the advertisement #BoycottTanishq remained a top trend on Twitter BJP member, former CBI top cop slammed Tanishq Hindus expect better from the Tata group: Rao Congress' Tharoor and Abhishek Manu Singhvi stood by Tanishq Here's another tweet in support of the brand After advertisement was withdrawn, some rejoiced, some expressed sadness
Clip

A baby shower formed the essence of the advertisement
Ahead of the festive season, Tanishq banked on India's plurality for its Ekatvam, meaning oneness, collection. In the ad, a pregnant daughter-in-law was seen being escorted by her Muslim mother-in-law to an opulent baby shower ceremony.

Toward the end of the clip, the former reminded that these rituals aren't followed at her in-laws.

The mother-in-law replied they would do anything for their "daughter."
Controversy

#BoycottTanishq remained a top trend on Twitter
Yesterday, #BoycottTanishq remained a top Twitter trend. The critics, mostly from the right wing, said the brand was turning a blind eye to reality.

Some cited news reports where a Hindu girl was assaulted or, in worse situations, killed for not reciprocating a Muslim man's advances.

They also claimed the term secularism is abused to target Hindus, and Tanishq just joined the bandwagon.
Tweets

BJP member, former CBI top cop slammed Tanishq
Among those who slammed the popular brand was BJP's Khemchand Sharma.

He tweeted, "Why are you showing a Hindu "daughter in law" to a muslim family and glorifying it? Why dont you show a Muslim daughter in law in your ads with a Hindu family? (sic)"

M Nageswara Rao, the former CBI additional director, asked if Tata boss Ratan Tata condones these views.
Twitter Post

Hindus expect better from the Tata group: Rao
Hindus have not only been loyal customers of TATAs but also take huge pride in TATA brand.

Hence, Hindu samaj expects you @RNTata2000 the patriarch of TATAs, to direct @TanishqJewelry to apologise sack all those involved in using TATA brand to promote their Anti-Hindu agenda. https://t.co/kMXccTAvne
— M. Nageswara Rao IPS (@MNageswarRaoIPS) October 12, 2020
Support

Congress' Tharoor and Abhishek Manu Singhvi stood by Tanishq
The advertisement, still available on social media, drew deep lines with some supporting Tanishq for a beautiful message.

Congress' Shashi Tharoor asked "Hindutva bigots," "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? (sic)"

Abhishek Manu Singhvi said those opposing the advertisement aren't used to seeing daughters-in-law happy around mothers-in-law.
Twitter Post

Here's another tweet in support of the brand
Thank you for making us notice the beautiful #tanishq ad dear trolls ! pic.twitter.com/Wev3VSaiCw
— shamina shafiq (@shaminaaaa) October 12, 2020
Reaction

After advertisement was withdrawn, some rejoiced, some expressed sadness
After the news of the advertisement not being available on Tanishq's YouTube channel surfaced, some rejoiced and some opined the brand shouldn't have given in.

"It's sad that Tanishq bowed down to trolls and bigots. For me, it's one the best ads of 2020," Bang In The Middle's co-founder Naresh Gupta told LiveMint.

At the time of publishing, Tanishq hadn't released a statement.