The Tanishq ad was posted last week
Bombay:
Hours after Titan’s Tanishq, a popular jewelry brand, was viciously trolled on social media for an ad featuring an interfaith baby shower (and forced to remove the ad), the brand released a statement saying that she was “deeply saddened by the involuntary agitation of emotions.”
Referring to the barrage of savage comments directed at the brand and Ratan Tata (under which Tata Group Tanishq rides), the statement said he was shooting the film “with in mind … the well-being of our employees, partners and Personal store “.
“The idea behind the Ekavatam campaign is to celebrate the coming together of people from different backgrounds, local communities and families in these difficult times and to celebrate the beauty of unity. This film elicited divergent and harsh reactions, contrary to its very objective. », Indicates the press release.
“We are deeply saddened by the involuntary stirring of emotions and withdraw this film with the hurt feelings and well-being of our employees, partners and store staff in mind,” he added.
The ad, released last week, was targeted by a section on social media that felt it “promotes the jihad of love.” But many others condemned the fanaticism and hate messages pushing the boycott trend, calling it completely against the idea of India.
Those who support him have also urged industrialist Ratan Tata to stand strong in the face of such hatred and not back down. Some also questioned why Tanishq bowed to the pressure and pulled the ad.
Famous author Chetan Bhagat and former Congress leader Sanjay Jha both called Mr. Tata and Tanishq, telling them “don’t be bullied”. Earlier today, Congress leaders Shashi Tharoor and Abhishek Singhvi tweeted; Mr Tharoor hailed the announcement as an example of Hindu-Muslim unity.
Opponents of the announcement claimed Tanishq was promoting “amorous jihad”. Others alleged that the brand was also promoting “Muslim” jewelry as opposed to “Hindu” jewelry.
The ad shows a pregnant woman in a sari escorted by a woman she calls “my (mother)” to a baby shower ceremony. At the end, the young woman asks the older woman, apparently her mother-in-law, “but this ceremony is not taking place at your place …”.
The mother-in-law, dressed in a costume and her head covered with a dupatta, replies: “Isn’t it a tradition for every household to keep girls happy?”
The film was taken from Tanishq’s YouTube channels earlier today.
The announcement concerns Tanishq’s new collection, called “Ekatvam”, which literally means “oneness”.
“Each piece of jewelry from #EkatvamByTanishq is meticulously crafted using art forms from across the country. Over 1000 Karigars have spent countless hours creating this jewelry which is a captivating ode to the beauty of unity. #TanishqWaliDiwali “, a tweet on the official Twitter account read.
