Followed by a vicious troll on Twitter for glorifying love jihad, Titan Ltd owned jewellery brand Tanishq has taken down its campaign “Ekatvam” (Oneness) from all media platforms.
The advertisement was captioned saying, “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 that they usually don’t. A beautiful confluence of two different religions, traditions, cultures.”
The video shows a pregnant woman in a sari escorted by a woman she calls “Ma’ to a baby shower ceremony. At the end of the video, the young woman asks the older woman, apparently her mother-in-law: “But this ceremony is not held at your home…”. The mother-in-law, wearing a suit and her head covered with a duppatta, replies: “Isn’t it a tradition for every home to keep daughters happy?”
A section of social media users on Monday alleged that the advertisement promotes ‘love jihad’ and was anti-Hindu in sentiment. #Boycott Tanishq trended all day on Twitter on Monday, with many asking for a ban on the controversial advertisement.
After disabling comments, Tanishq has taken down the film from Facebook and Twitter while the film link has been made private on YouTube.
Many users expressed disappointment at how bigotry and India’s cancel culture led to an ad with a beautiful message be withdrawn.
Have a look at the Tweets:
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
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.🤦🏻♀️#tanishq pic.twitter.com/8E7UDl7PeH
— Nilesh Chhanga (@ChhangaNilesh) October 13, 2020
Tanishq has officially withdrawn their ad after being trolled viciously. Here’s why this is a very sad state of affairs, and context from other such ads that were trolled (and some, withdrawn) https://t.co/Nb0cSiTPHX pic.twitter.com/sn3IMBqdmC
— Karthik (@beastoftraal) October 13, 2020