Tanishq Jewellery Forced To Remove Their Ad From Youtube !!


An advertisement made by Tanishq jewellery of Titan Group, has been forced to remove due to the severe online hatred it received. A hashtag saying #BoycottTanishq trended in the micro blogging social media site as soon as the advertisement surfaced in Internet. The 45 seconds long advertisement showed a muslim family celebrating baby shower for their daughter-in-law who is a Hindu by following the rituals of Hindu religion such as wearing jewels etc.

People who opposed the advertisement felt that the advertisement is promoting “Love Jihad”. However, a majority number of people, condemned the bigotry and hate-filled posts pushing the boycott trend, calling it completely against the idea of India.

The advertisement shows a elderly woman escorting her daughter-in-law to her baby shower ceremony. On seeing the arrangements made, the pregnant woman, at the end of the video asks “But this ceremony is not held at your home…”. The mother-in-law, wearing a suit and her head covered with a dupatta, replies: “Isn’t it a tradition for every home to keep daughters happy?” in a way of making her daughter in law happy.

Watch the advertisement below :

The ad is for Tanishq’s new collection, called “Ekatvam”, which literally means “oneness”. “Each jewel from #EkatvamByTanishq, is meticulously crafted using art forms from across the country. Over 1000 Karigars have spent countless hours creating these jewels that are a captivating ode to the beauty of oneness. #TanishqWaliDiwali,” a tweet on the official Twitter account reads.

The video is no longer available in youtube due to the amount of criticism it received. “Don’t spread love jihad for your business” wrote one of a twitter user against the ad whereas another one made a comment saying that the woman will be used as human bomb in the future. “Why are you showing a Hindu “daughter in law” to a muslim family and glorifying it? Why dont you show a Muslim daughter in law in your ads with a Hindu family? Look like you are promoting #LoveJihad & favouring a particular Faith only… ” wrote a member of BJP party.

Check out some of the comments under the hashtag :

However, a set of people including Congress MP Sashi Tharoor reacted to the tweets of those who wanted the brand to be boycotted. “So Hindutva bigots have called for a boycott of ⁦@TanishqJewelry⁩ for highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim “ekatvam” irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity in the world — India?” he asked in his tweet.

Along with them, several others supported the ad’s context and called out those who caused the removal of the advertisement. Comment your views on this hatred created against the ad !!


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