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Tanishq pulls the ad after being checked for praise of love jihad




NEW DELHI: A day after it was savagely trolled on Twitter in praise of the love jihad, the jewelry brand owned by Titan Ltd has now removed its “Ekatvam” (Unity) campaign from all media platforms. The 45-second commercial featured a Muslim family celebrating a traditional South Indian shower ceremony for their pregnant bride.

Tanishq has not yet made a statement on the decision to withdraw the campaign.

The proclamation, issued on October 9, was attacked in praise of the love jihad – a term coined by Hindu extremist groups to refer to a campaign claimed by Muslims to convert Hindu girls in the guise of love. The brand was also criticized for promoting false secular sentiments while hurting the sentiments of a particular religious community.

People tweeted with the hashtag #BojkotoniTanishq demanding a ban on advertising and a boycott of the jewelry brand.

Meanwhile, a section of Twitter users also came in support of Tanishq, praising his effort to highlight the beauty of interfaith marriages and supporting the true idea of ​​India. Senior Speaker of Congress Shashi Tharoor also posted on Twitter that “If ekatwam Hindu-Muslim” irritates them so much, why not boycott the longest surviving symbol of Hindu-Muslim unity in the world – India? “

From stereotype attacks to celebrating the soul of an emancipated young Indian woman, Tanishq’s advertising has always been progressive and bold. Advertising experts believe the new campaign is in line with the brand’s essential way of communicating with consumers.

According to Sambit Mohanty, creative leader (South), McCann Worldgroup India, the ad beautifully described a fusion of two religions using a god of family gods or a baby shower as a background. The unfavorable reaction was unjustified as it showed nothing harmful or insidious.

“On the contrary, it portrays a picture of harmony, love and sincere love – which is the idea of ​​India. That said, religion is an extremely sensitive topic these days and brands usually stay away from such stories. Although it is not wrong. “It’s very courageous for Tanishq to have tried something like that,” he added.

Naresh Gupta, co-founder and chief strategy officer of Bang In The Middle, said there is nothing wrong with the campaign. The whole relationship game was well crafted.

“It is sad that Tanisic bowed to some trolls and fanatics. To me, it is one of the best commercials of 2020,” he noted.

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