Bigoted social media? #BoycottTanishq trends on Twitter as jewellery brand shows Hindu-Muslim couple in new ad

It was surprising though predictable in today’s times to see that an advertising campaign which has ‘Ekatvam’ (Being One or united) as its theme is being dragged into divisive outrage on social media

Bigoted social media? #BoycottTanishq trends on Twitter as jewellery brand shows Hindu-Muslim couple in new ad
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Zaheeb Ajmal

Facing flak over a newly released advertisement on Twitter, one of the most popular jewellery brands of India, Tanishq found itself mired in a social media controversy. The advertisement shows a Hindu-Muslim couple.

In the advertisement, a Hindu woman who is married into a Muslim family is set for her baby shower. Bride’s in-laws are shown to have gone to great lengths to make their Hindu daughter-in-law feel comfortable, by performing Hindu rituals.

The description of the commercial reads: 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.

It was surprising though predictable in today’s times to see that an advertising campaign which has ‘Ekatvam’ ( Being One or united) as its theme is being dragged into divisive outrage on social media.

#BoycottTanishq trended on the top on Twitter India as several netizens started alleging that the advertisement promotes ‘love jihad’ and was anti-Hindu in sentiments.



However, some came in support of the commercial and said that the commercial is only trying to promote harmony and doesn't have any other intention behind it.



The commercial is a part of Tanishq’s current festive season's collection 'Ekatvam'.

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Published: 12 Oct 2020, 1:44 PM
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