The recent turn of events after Indian jewelry brand Tanishq ran an ad and then pulled it down has really rocked the internet. While some find the advertising tasteless, others support the brand for its message.
The advertisement shows a South Indian Hindu girl married to a Muslim family celebrating her birth day with her in-laws. Some factions of the public found the ad promoting love-jihad while others supported it, calling it an ad that promotes brotherhood and unity.
After harsh criticism on the first day the ad went live, the brand withdrew the ad and released a statement: The idea behind the Ekavatam campaign is to celebrate the coming together of people from different walks of life, local communities and families during these trying times and celebrate the beauty of unity. This film elicited divergent and harsh reactions, contrary to its very objective. We are deeply saddened by the involuntary stirring of emotions and withdraw this film with the hurt feelings and well-being of our employees, partners and store staff in mind.
Now, many Bollywood actors have responded to the announcement. The first of these was Divya Dutta who also lent her voice for the publicity. She supported the ad and tweeted: It’s sad it was deleted.
Kangana Ranaut accused the brand not only of supporting love-jihad, but also of being sexist because according to her, the woman is seen as shy and shy. She wrote: The concept was not as much of a problem as the execution, with the cowardly Hindu apologizing to her in-laws for accepting her faith, Isn’t she the wife of the house? Why is she at their mercy? Why so sweet and shy in his own house? Shameful. Actor Richa Chadha, meanwhile, found the announcement stunning.
The concept wasn’t as much of a problem as the execution, the cowardly Hindu apologizing to her in-laws for accepting her faith, isn’t she the woman of the house? Why is she at their mercy? Why so sweet and shy in his own house? Shameful. https://t.co/LDRC8HyHYI
Kangana Ranaut (@KanganaTeam) October 12, 2020
Sad lack of backbone .. and conviction. Many women (and men) receive death threats on social media daily … they oppose them. Too bad a large corporate conglomerate is unable to muster the courage (and resources) to withstand a few days of trolling! #tanishq https://t.co/PBDPVlRxZe
Son Bhasker (@ReallySwara) October 14, 2020
Such a massive company, such a fragile backbone, actor Swara Bhasker wrote on Twitter after the ad was removed while author Chetan Bhagat commented, Dear #tanishq, most people who attack you can’t pay you anyway. And given where their thinking will take this economy, they will soon be out of jobs and therefore certainly not be able to buy anything from #tanishq in the future as well. Don’t worry about them.
Javed Akhtar, meanwhile, wrote: “Whether it’s a movie, commercial or an actual wedding everywhere, an interfaith marriage always bothers some people, in which the girl side is always agitated. or related to it, this outrage is based on the belief that women are like their property. Angry people see the bride and her family as village cattle thieves. ”
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