The ad campaign went viral on release. A group of people in the internet started bashing the ad and it was subjected to so much hate. The group believed that the ad was promoting “love Jihad’. Love Jihad or Romeo Jihad is an conspiracy theory alleging that Muslim men target women belonging to non-Muslim communities for conversion to Islam by feigning love.
The brand took down the advertisement after it was being targeted viciously by social media trolls. This is when the hashtag ##BoycottTanishq started trending in the internet.
The Tanishq 'Love Jihad' ad that has now been taken down. Disgusting! pic.twitter.com/QuS1XBTVIO
— Sensei Kraken Zero (@YearOfTheKraken) October 12, 2020
Why are you showing a Hindu "daughter in law" to a muslim family and glorifying it?
Why dont you show a Muslim daughter in law in your ads with a Hindu family?
— khemchand sharma #IStandWithFarmersBill (@SharmaKhemchand) October 12, 2020
Why i see Hindu daughter in law everywhere….why dont you show Muslim daughter in law anywhere. Just Asking #BoycottTanishq
— Ranzy Singh (@ranzysingh) October 12, 2020
Actress Kangana who is currently shooting for late CM J Jayalalitha’s Biopic Amma joined in the conversation through twitter. “The concept wasn’t as much a problem as the execution was,the fearful Hindu girl apologetically expressing her gratitude to her in-laws for the acceptance of her faith, Isn’t she the woman of the house? Why is she at their mercy? Why so meek and timid in her own house? Shameful.” she wrote
The concept wasn’t as much a problem as the execution was,the fearful Hindu girl apologetically expressing her gratitude to her in-laws for the acceptance of her faith, Isn’t she the woman of the house? Why is she at their mercy? Why so meek and timid in her own house? Shameful. https://t.co/LDRC8HyHYI
— Kangana Ranaut (@KanganaTeam) October 12, 2020
Amid all this the jewellery brand’s store in Gujarat was attacked by a mob. The manager of Tanishq’s Gandhidham store was reportedly made to write an apology note by the mob on Monday night. “The ad is shameful and we apologise (sic),” the manager is said to have written in the note, which was pasted by the mob on the store.