India Tanishq launches jewelry ad featuring interfaith couple after backlash

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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.”

Some people on social media have asked Tanishq to apologize for starting the ad.Many called the ad “Love Jihad” – a reference to an Islamophobic theory that claims that Muslim families try to convert Hindu women to Islam under the pretext of love and marriage.

“This advertisement is false on many levels, Hindu Bahu [daughter-in-law] has lived with the family for a long time, but acceptance only occurs when she carries her heir ”, actress Kangana Ranaut tweeted Tuesday. “So what is she just a bunch of ovaries?” This ad not only promotes love-jihad but also #tanishq sexism. “
Researcher Vagisha Soni tweeted that she had been a client since 2005 and had purchased her wedding jewelry from Tanishq, but was now going to boycott the business.

But others have declared their support for the announcement and questioned whether there would be a backlash if religions were reversed.

Shashi Tharoor, Indian legislator and former United Nations Under-Secretary-General, posted sur Twitter: « So Hindutva [Hindu nationalist] fanatics called for a boycott of @TanishqJewelry to highlight Hindu-Muslim unity through this beautiful advertisement. If Hindu-Muslim “ekatvam” [unity] annoys them so much, why don’t they boycott the oldest symbol of Hindu-Muslim unity in the world – India? ”
Divya Dutta, the Indian actress who voiced the ad, tweeted: “Yes it’s my voice. It’s sad she was kidnapped. I loved. “

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. “



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