India’s famous jewelry brand Tanishq released a new advertisement for its promotion during festive season, but people started trolling Tanishq on Twitter as soon as the video surfaced. The reason was the advertisement showing the interfaith marriage of a Hindu girl to a Muslim boy.
The anger of the users was so much that #BoycottTanishq started trending on Twitter. However, after the controversy, Tanishq had removed the video from their YouTube channel.
In the advertisement Tanishq shows a Hindu woman who married into a Muslim family. The Muslim family performs all the rituals according to Hindu culture. In the end, the pregnant woman asks her mother-in-law, “Mother, this ritual does not even happen in your house, is it?” So, her mother-in-law responds, “But the ritual of keeping the daughter happy is in every house, isn’t it?”
The Tanishq has removed their video due to public outrage and trolls on social media. In Twitter, the audience has been describing this as promoting ‘love jihad’ and ‘fake secularism’.
However, company issued a statement saying that- ”the idea behind its integrated campaign was to inspire people, local communities and families from different regions to come together and celebrate during this challenging time. But instead of giving the public a chance to be happy, this advertisement deviated from the original intention. The AD film, contrary to its objective, increased people’s resentment which led to severe reactions”.
