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Tanishq Advertisement: The controversial ad that made a big headline

Tanishq Advertisement

Tanishq Advertisement
Tanishq Advertisement

Jewelry brand Tanishq pulled its latest ad featuring a Hindu woman and her Muslim mother-in-law off all online platforms on Monday after a backlash on social media, which saw #BoycottTanishq trending on Twitter.

The ad was for Tanishq’s new collection – Ekatvam, meaning oneness, and depicted a Muslim family organizing a traditional ceremony as per Hindu customs for a baby shower.

However, following the backlash, the company withdrew the ad.

In a statement, Tanishq, a division of the Tata Group’s Titan Company, said it had withdrawn the ad in view of the “hurt sentiments,” and to ensure the “well-being” of its employees and partners.

“The idea behind the Ekatvam campaign is to celebrate the coming together of people from different walks of life, local communities, and families during these challenging times and celebrate the beauty of oneness. This film has stimulated divergent and severe reactions, contrary to its very objective.

“We are deeply saddened by 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,” a spokesperson for Tanishq said on Tuesday evening.

You can watch the ad here and share your views below in the comment box.


You can also check another article—Lansdowne Diaries


Author Payal Dedhia independently publishes books on Amazon Kindle. You can check her collection by clicking here.

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Payal Dedhia

Hi there, I’m Payal Dedhia. I’m a proud Mumbai local who spends my days guiding budding coders through the fascinating world of development. But when I'm not deep in the tech scene, you’ll find me exploring new corners of the city or jetting off to faraway lands in search of adventure. As a lifelong bookworm, I’ve always devoured stories faster than my friends could recommend them. Eventually, I couldn’t resist the urge to write my own. Some of my tales dive into the darker corners of romance, while others highlight the beauty of contemporary love, where hearts connect in the most unexpected ways. Just like I strive to bring out the best in my students, I pour the same passion into my writing. My goal is to captivate you with every word and take you on a journey through the many forms of love—sometimes twisted, sometimes tender, but always compelling. Thank you for joining me on this adventure. Welcome to my world, where passion meets the page. I hope my stories whisk you away on an unforgettable journey.