Tanishq Withdraws Ad Showing Interfaith Couple As #BoycottTanishq Trends; Twitter Is Divided
Tata-Group-owned designer jewelry brand Tanishq has reportedly pulled its ad which had become the subject of massive online trolling for the past couple of days. The ad featuring an interfaith baby shower was released last week. Since then the ad has come under attack by a section on social media accusing the brand of "promoted love jihad".
Tata-Group-owned designer jewelry brand Tanishq has reportedly pulled its ad which had become the subject of massive online trolling for the past couple of days.
The ad featuring an interfaith baby shower was released last week. Since then the ad has come under attack by a section on social media accusing the brand of "promoted love jihad".
Screengrab
Through Monday, the hashtag #BoycottTanishq was used my right-wing activists who took offence to the portrayal of a Hindu woman in a Muslim house.
Following the backlash the YouTube link for the ad was made private, and since then it has reportedly been withdrawn.
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? pic.twitter.com/cV0LpWzjda
¡ª Shashi Tharoor (@ShashiTharoor) October 13, 2020
LOL, we live in a time when an ad is withdrawn for literally *promoting* communal harmony. And we think COVID-19 is India¡¯s deadliest virus right now. #Tanishq
¡ª Aniruddha Guha (@AniGuha) October 13, 2020
#tanishq made a lovely ad. Sad that a group as powerful as TaTa should cave in to a Twitter and social media hate trend. They would be so much more if they withstood the hate. Feet of clay it turns out.
¡ª Saba Naqvi (@_sabanaqvi) October 13, 2020
"I will not buy jewelry from #Tanishq"
¡ª Surbhi Gupta ????? ???? (@bysurbhigupta) October 12, 2020
"Why beta?"
"Because they show a loving Muslim family and how caring they are towards their Hindu bahu. It goes against my bigotry and hate."
It's really sad to watch what kind of country we are turning into. An ad uniting two religions has to be taken down in the country which used to be called secular since forever.???¡â?#tanishq pic.twitter.com/0iPngDuzus
¡ª Greeshma Shukla? (@GreeshmaShukla) October 12, 2020
Would Tanishq be facing similar backlash if it had reversed the religions in it's ad?
¡ª meetasengupta (@Meetasengupta) October 12, 2020
Love Jihad has been one of the most favorite conspiracy theories among the Hindu right wing in India, wherein they see all interfaith marriages involving Hindus and Muslims as an attempt to convert the non-Muslims, in most of the cases the bride to Islam.
Despite the government telling the parliament that no 'Love Jihad' case has been reported by any of the central agencies, it continues to one of the most widely talked about issued by many BJP leaders during elections.
Bobins Abraham is the Assistant News Editor at Indiatimes. He has more than twelve years of experience in TV and digital journalism. An avid student of history and geopolitics, he is a conservationist and environmentalist at heart. He writes on environment, sustainability, human-animal conflict and more.
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