What is The Controversial Tanishq ad Campaign and Why Is #Boycotttanishq Trending on Internet!

A popular jewellery brand Tanishq is currently under a lot of heat for an add campaign it released earlier this week.  The ad shows a Hindu daughter in law in a Muslim household. The family seems to be celebrating Hindu customs. The ad starts off by showing a pregnant Hindu woman walking along with her Muslim mother-in-law for her baby shower ceremony. The daughter-in-law then asks her mother-in-law that “this ceremony is not a tradition in your home…?” to which the in-law replies “Isn’t it a tradition to keep daughters happy everywhere?”

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.




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

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.

On Tuesday, Tanishq issued a statement saying it was “deeply saddened with the inadvertent stirring of emotions” and that it was withdrawing the video. “We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well being of our employees, partners and store staff,” the statement read.
While the internet is a wonderful place that has been helping to broaden our minds and move into a more accepting culture, this kind of backlash for ads celebrating diversity is quite saddening. However another section of the internet came to defense for the brand’s ad and said that there was nothing wrong in promoting secularism, something that India has been known for from the beginning of it’s constitution.

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