Tanishq was forced to remove his ad promoting religious harmony after a relentless drag by right-wing Indian forces on social media.
The relentless stalking of social media by right-wing forces has forced a popular jewelry brand in India to withdraw its ad featuring an interfaith couple.
The 40-second ad, published by Tanishq last week, showed a pregnant Hindu bride attending a baby shower hosted by her Muslim in-laws.
“She is married into a family that loves her like their own child. Only for her, they go out of their way to celebrate an occasion they usually don’t. A beautiful confluence of two different religions, traditions and cultures, ”reads the YouTube description of the ad.
If anyone has a problem with this beautiful ad, please don’t watch it or share it
– Ravi Nair (@t_d_h_nair) October 13, 2020
The ad was part of Tanishq’s latest jewelry line called “Ekatvam,” a Sanskrit word meaning unity, and was released ahead of the festival season marked by Durga Puja and Diwali, two of the most important festivals in the Hindu religion.
But many social media users accused the company of promoting the “jihad of love,” a right-wing campaign that accuses Muslim men of attracting Hindu women to marriage and converting them to Islam.
However, interfaith marriages in India are frowned upon and rare.
On Monday, the #BoycottTanishq hashtag spread across Indian social media, with a barrage of posts and comments on the YouTube video accusing the company of “hurting” the religious sentiments of the Hindu majority and demanding an apology.
Tanishq officially withdrew his ad after being viciously trolled. Here’s why this is a very sad state of affairs and the background to other ads like this that have been trolled (and some, taken down) https://t.co/Nb0cSiTPHX pic.twitter.com/sn3IMBqdmC
– Karthik (@beastoftraal) October 13, 2020
Tanishq pulled the ad from social media platforms on Tuesday, although the company has yet to release any statement on the matter.
“The Hindutva fanatics therefore called for a boycott of @TanishqJewelry to underline Hindu-Muslim unity through this beautiful advertisement. If Hindu-Muslim “ekatvam” annoys them so much, why don’t they boycott the world’s oldest symbol of Hindu-Muslim unity – India? tweeted Congress Party Member of Parliament Shashi Tharoor.
Bollywood actress Divya Dutta, who lent her voice to the publicity, lamented her withdrawal. “It’s sad he was taken out of the air. I loved it, ”she tweeted.
Yes it is my voice. It is sad that it has been withdrawn. I liked it https://t.co/uWyPzbfHUd
– Divya Dutta (@ divyadutta25) October 13, 2020
Many on social media also expressed their solidarity with Tanishq, a brand owned by Titan and promoted by the Tata Group in collaboration with the Tamil Nadu Industrial Development Corporation, and wished the company did not give in to the intimidation. .
Journalist Barkha Dutt posted a tweet, referring to an Indian company that refused to advertise to Indian news channels that promote religious hatred and asked why Tanishq was not holding on.
Last week, auto giant Bajaj Auto and Parle Products, India’s largest cookie maker, said they were pulling advertising from news channels that endorsed toxicity and hate.
“Rajiv Bajaj [promoter of Bajaj Auto] on one side and Tanishq’s surrender on the other. Difference between spine and supine, ”said Dutt.