Tanishq Jewellery Removes Advert and Releases Statement after Being Trolled
Tanishq Jewellery decided to withdraw its new advertisement after it was severely trolled for depicting families celebrating an intercaste baby shower.
Tanishq Jewellery decided to withdraw its new advertisement after it was severely trolled for depicting families celebrating an intercaste baby shower.
The advert which is for Tanishq’s new collection- ‘Ekatvam’ promotes “oneness” however the outcome of promoting the ad turned out to be quite the opposite.
The advert shows a pregnant lady being escorted by her mother-in-law apparently a Muslim to a baby shower ceremony. The woman tells her mother-in-law that these traditions don’t happen in her family. The mom-in-law smilingly replies saying: “but the tradition of keeping daughters happy happens in every household.”
The ad not only promotes “oneness” but it also sends an important message that a daughter’s happiness must be celebrated in every household.
The critics of the ad said that the brand was promoting “Love Jihad.” Some others said that the brand was only promoting Muslim Jewellery! Some viewers criticized that secularism should be from both the sides not only one.
Even though personalities like author Chetan Bhagat and Congress leader Sanjay Jha urged Rata Tata (Tanishq is promoted by the Tata group) and Tanishq not to cow down to the bullies, the jewellery brand decided to withdraw the ad “keeping in mind... the well-being of our employees, partners and store staff.”
The statement said, “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 challenging times and celebrate the beauty of oneness. This film has stimulated divergent and severe reactions, contrary to its very objective.”
Today critics have gone a step ahead and attacked a Tanishq store in Gujarat and the manager was forced to write an apology letter over the advert.
It is a sad state of affairs when society can’t even accept an advert which is promoting a simple message of peace and making us see things through a different perspective. There was no hatred or forcefulness!
The Tanishq advert promoting communal harmony comes during a period of festivity to turn things around. To lighten up the heavy atmosphere in our country, as we the citizens, have been witnesses to several recent tragedies related to issues of love and marriage among the youth!
The trolls however showed no mercy! They scrutinized the message so deeply that they only found faults and couldn’t see any positivity in the otherwise delightful Tanishq advert.
