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The Famous / Infamous Tanishq Advertisment

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. It was an ad for Tanishq’s new collection – Ekatvam. It means oneness and showed a Muslim family oganizing a traditional ceremony as per Hindu customs for baby shower.

But later as receiving backlash, the company withdrew the ad.

In a statement, Tanishq, which is a division of the Tata Group’s Titan Company, said it had withdrawn the ad in view of the “hurt sentiments”, and in order to ensure the “well being” of its employees and partners.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