Tanishk, Indian jewellery brand, faced backlash on ad
Tanishk which is an indian jewellery brand face major backlash on their recent video, depicting muslim
-hindu marriage.
The 45-second ad, brought a swirl of islamophobia in India and they started protesting against Tanishk.
Both virtually and physically.
On Tuesday, just days after the 45-second advertisement aired, the Tanishq jewellery brand withdrew it from TV channels and its social media platforms.
Because of the accusations from Hindu nationalists, including members of Narendra Modi’s ruling Bharatiya Janata Party.
What was in the ad?
The advertisement featured a Muslim man and his Hindu wife preparing for a Hindu-style baby shower.
Its tagline read:
“A beautiful confluence of two different religions, traditions and cultures.”
The advertisement, which was released on 9 October.
The advert by Tanishq — owned by the giant Tata Group — showed a Muslim family organising a traditional baby shower for their Hindu daughter-in-law.
Tata’s owners are from the Parsi minority who follow the Zoroastrian religion.
Backlash on ad?
Objectors said the advert promoted “love jihad”, a conspiracy theory of radical Hindu groups who accuse Muslim men of converting Hindu women by marriage.
More than 17,000 people tweeted with the hashtag calling for a ban on the advertisement and a boycott of the jewellery brand.
Several users on the site accused the jewellery brand of promoting ‘love jihad and ‘fake secularism’ through the advertisement.
Following the backlash the YouTube link for the ad was made private, making it unavailable for people to view it.
‘Love jihad’ is a term coined by Hindu extremist groups, referring to an alleged campaign by Muslims to convert Hindu girls in the guise of love.
What #tanishq is showing – HINDU girl 100% safe in Muslim house
What actual happening – Hindu Girl trapped in love jihad and get killed.
Hindu girls are 0% safe in other religion houses. So Don't go by this sick company mindset 🙏#BoycottTanishq— My Name is Sanghi🚩 (@bagga_daku) October 12, 2020
Apology statement
A statement said late Tuesday;
“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.”
Tanishq said in a statement on Tuesday that the advert was meant to celebrate diversity but that it had decided to withdraw it due to the “divergent and severe reactions”.
It said the decision was made keeping in mind the “wellbeing” of the company’s employees and partners.
The jewellery brand is part of the Tata Group, one of the largest conglomerates in India.
Shashi Tharoor, a politician in the opposition Congress party, posted the Tanishq advert to his Twitter account on Tuesday, saying:
“Hindutva bigots have called for a boycott for highlighting Hindu-Muslim unity through this beautiful ad.” If the ad “irks them so much”;
Tharoor wrote:
“Why don’t they boycott the longest surviving symbol of Hindu-Muslim unity – India?”
