The 45-second commercial for the “Ekatvam (Unity) – The Beauty of Unity” collection showed a Muslim family throwing a traditional South Indian Hindu baby shower for their pregnant Hindu daughter-in-law.
The daughter-in-law says, “But these rituals are not performed in your home,” and the mother-in-law responds, “But the ritual of making daughters happy is in every household.”
The hashtag “BoycottTanishq” started trending in India after jewelry brand Tata Group published the ad over the weekend.
Tanishq pulled the ad from all platforms on Monday, later telling CNN that the film elicited “divergent and harsh reactions, contrary to its very purpose.”
But others have declared their support for the announcement and questioned whether there would be a backlash if religions were reversed.
A spokesperson for Tanishq told CNN: “The idea behind the Ekatvam campaign is to celebrate the coming together of people from different backgrounds, local communities and families during these difficult times and to celebrate the beauty of unity.
“This film aroused divergent and severe reactions, contrary to its very objective.
“We are deeply saddened by the involuntary stirring of emotions and withdraw this film with the hurt feelings and well-being of our employees, partners and store staff in mind. “