Tanishq Ad case will hurt our economy

Tanishq’s latest Ekatvam advertisement campaign that talked about secularism and communal harmony was withdrawn because of extensive trolling. #BoycottTanishq started trending on social media leading to attack on a showroom of Tanishq Jewellery. To ensure the safety of their employees, the brand withdrew the campaign.

Brands stand against toxic content The controversy raised a big question on the way brand communications are perceived and how unfairly strong internet troll army is becoming. The social media backlash has once again raised the same issue which is strongly condemned by Bajaj group and Parle. They have recently declared that they will not advertise on TV channels that they believe are propagating toxic content. Communal harmony politically incorrect? The current polarized social media times are changing the dynamics and economics of brands that stood up for communal harmony in India. Communal harmony or secularism are perceived to be politically incorrect and when the troll army launch their ban hashtag, it adversely impacts the brand, company and the business. Troll army attacks Tanishq The big question that this incident has raised… is a message of love damaging for your brand only because it talks about loving all communities, above the divide of religion? The divide in society has widened in current times, leading to adverse perception. If one is not able to spread the message of hate, then troll and kill the message of love and harmony. Financial loss to brand Tanishq also fears financial loss due to this backlash.

The stock of Titan which owns Tanishq jewellery brand did not fare too well on the stock market post this incident. Brands now fear losing out on brand love and market share. The advertisement and controversy around it has put a doubt in the minds of consumers. Clean environment for business Fear is not good for any business. The country needs a clean environment for businesses to express themselves and flourish. Industries and businesses want to position them as a universally acceptable brands that can cater to clients without checking their caste or religion.