Why Tanishq, a Tata’s Jewellery brand, receiving hate & threats by Right wings?

Tanishq Ad controversy Feature image
Tanishq Ad controversy Feature image

Tata’s renowned Jewellery brand, Tanishq, released an advertisement ahead of the festive season. The advertisement started to receive backlash on social media by many users accusing the maker of “Love Jihad”.

Tanishq has taken down the advertisement from its Youtube page after the uproar on social media. Why Tanishq, a Tata’s Jewellery brand, receiving hate & threats by Right wings?

Why is the ad receiving hate on social media?

It is not the first time that an advertisement has received such hate and backlash. Tanishq released an advertisement on 9 October promoting its new jewelry line called ‘Ekatvam’. The ad video is just 45 seconds long. The advertisement shows a traditional South Indian baby shower preparation for their pregnant Hindu daughter-in-law by a Muslim family.

At the end of the video, the young Hindu woman points out to her mother-in-law that baby showers are not a tradition in their(Muslim) household. To which the mother-in-law replies: “But it is a tradition for every home to keep their daughters happy, isn’t it?”. You can watch the video below.

Tanishq Ad which is on controversy now (Video: Bollywood Volume)

The YouTube description of the video had noted, “She is married into a family that loves her like their own child. Only for her, they go out of their way to celebrate an occasion that they usually don’t.

You may think, what’s wrong in the video?

Why is it always a Hindu woman who marries into a Muslim family? Why do I see only Hindu daughter in law everwhere? Why don’t you show Muslim daughter in law in Hindu Family anywhere? Etc and etc…With questions like above, social media flooded on the Tanishq ad accusing inter-faith marriage and love jihad.

Why is Tanishq receiving hate by the Right wings? The ad drew severe hate, criticism & threats from a section of social media users, mostly from the Hindu Organization. Users alleged that the ad promotes ‘love jihad’ — a derogatory term used by certain fringe groups in India to describe interfaith relationships.

Love Jihad has been a very controversial matter in these days in India. The hashtag #BoycottTanishq, #Tanishq_Mafi_mang, #BoycottTanishqJewelry, etc has been trending across social media sites such as Twitter since Monday.

Tanishq’s reaction?

Following such outrage and hate from social media, the brand made the video private at first on Monday. Later, they removed the ad from the YouTube page officially. 

Tanishq, the Tata Group’s jewellery brand, on Tuesday said they took down the advertisement “keeping in mind the hurt sentiments and well-being of our employees, partners and store staff”.

Tanishq tweeted after the controversy
Tanishq tweeted after the controversy

“The idea behind the Ekatvam 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,” Tanishq spokesperson said.

The spokesperson added, “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.”

Titan Company Limited, which owns the Tanishq brand, the share fell 2.18% or ₹27.35 per share on the BSE, closing at ₹1,229.75 per share after the controversy as per the report. 

Social Media Divided!

That’s not the end of it. Social Media seems to be divided on the removal of ad video by Tanishq. Even after such hate in social media against the ad and the company by the right wings mostly, there are many people who came out in support of the Tanishq. They loved and praised the Tanishq for their wonderful video ad.

Congress MP Shahi Tharoor tweeted, “So Hindutva bigots have called for a boycott of @TanishqJewelry for highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim ‘ekatvam’ irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity in the world — India?”

Shobhaa Dey -an author, tweeter – “Good for you @TanishqJewelry. If only we had more ads like this sensitive and brilliant one promoting love between different communities, India would be a far better place for all. Shame on trolls #downwithbigotry.”

Kangna Ranaut also reacted saying, “As Hindu need to be absolutely conscious of what these creative terrorists are injecting into our subconscious…”

“Why are you showing a Hindu “daughter in law” to a Muslim family and glorifying it? Why don’t you show a Muslim daughter in law in your ads with a Hindu family? Looks like you are promoting #LoveJihad & favoring a particular Faith only” @SharmaKhemchand

“This ad is beautiful. Opposite of what it’s being accused of, it actually shows accepting cultures. #Tanishq shouldn’t have to bow down to nonsense. Disgusting.” @ neelangana

Certain sections of people can not be entertained no matter what someone does. They will still find reasons to hate & criticize. Some users, Hindu by faith, asked Tanishq can not dare to make videos altering the character. Muslims would do a lot of harm in case anyone makes, they claim. It’s been true also to some extent as extremists are present in both religions. In the past, we have seen many ‘fatwas’ against the Muslim actor-actress out for no genuine reasons.

However, this does not provide any circumstantial incidents that such ads or videos are not made ever where Muslims are performing on Hindu rituals. There are many which you can get googling it. For reference, here is one amazing dance performed by Nushrat Jahan on the Hindu goddess.

However, Tanishq pulled down the advertisement because of this vicious trolling, hate, and threats. Till the time, the video received more dislikes and only fewer likes.

The comments section of the video is also disabled by the company for now.

Now, this is up to you to understand and decide if the Tanishq ad video really gives any wrong perception or it is an amazing ad showing the love, unity of India. Let us know what you think of this ad and your opinion down in the comments.

Author : The Rising India Team

Keywords : Tanishq, Tanishq Ad video, Tata, Controversy



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