A day subsequent to being violently savaged on Twitter for lauding love jihad, Titan Ltd owned gems brand Tanishq Ad has brought down its mission Ekatvam, meaning Oneness, from all media stages.
The 45-second advertisement highlighted a Muslim family commending a customary South Indian baby-shower service for their daughter-in-law who is expecting.
The YouTube description of the video had noted, “She is married into a family that loves her like their 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.”
In an official statement, the Tanishq spokesperson said, “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 staff.”
Thought behind Ekatvam
An announcement from the organisation expressed that the thought behind the Ekatvam lobby is to praise the meeting up of individuals from various different backgrounds, nearby networks, and families during these difficult occasions and commend the magnificence of unity.
Those contradicting the commercial claimed that it advanced “love jihad”.
“Love jihad” is a term regularly utilised by Hindutva associations to claim a scheme by Muslim men to wed ladies from different religions exclusively to change over them to Islam.
‘#BoycottTanishq’ was a top pattern on Monday and a few people tweeted against the notice guaranteeing that it advanced “fake secularism” and “love jihad”.
Tanishq Ad withdrawn
The organisation made the YouTube connection to the video private Monday night, making it inaccessible to individuals. By Tuesday morning, the promotion was not, at this point obvious on its YouTube page.
Communications strategist consultant Karthik Srinivasan additionally affirmed the news on Twitter.
He tweeted, “Tanishq has officially withdrawn their ad after being trolled viciously. Here’s why this is a very sad state of affairs, and context from other such ads that were trolled (and some, withdrawn.”
This take on this can be read here.
Barkha Dutt posted a tweet, alluding to an Indian organisation that wouldn’t publicise with Indian news channels that advance strict scorn and inquired as to why Tanishq didn’t persevere.
A week ago, car monster Bajaj Auto and Parle Products, India’s greatest scone creator, said they were pulling advertising from news channels that supported harmfulness and scorn mongering.
She posted, “Rajiv Bajaj on one side and the surrender of Tanishq on the other. Difference between spine and supine.”
From assaulting generalisations to praising the soul of a liberated youthful Indian lady, Tanishq promoting has consistently been reformist and intense.
Promoting specialists accept the new mission is in accordance with the brand’s central method of speaking with purchasers.
Then, a part of clients on Twitter additionally came on the side of Tanishq, commending its push to feature the excellence of interfaith relationships and maintaining the genuine thought of India. 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?” tweeted Congress leader Shashi Tharoor.