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In a statement, Tanishq, a division of the Tata Group’s Titan Company, said it had withdrawn the ad in view of the “hurt sentiments,” and to ensure the “well-being” of its employees and partners.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