Tata-owned jewellery brand Tanishq has recalled its recent advertisement after a section of users accused the brand of promoting love jihad. #BoycottTanishq trended on Twitter on Monday when the jewellery brand released its special Diwali ad. The advertisement showed a Muslim family celebrating their daughter-in-law’s baby shower as per Hindu tradition.
In the advertisement, the bindi-wearing, saree-clad daughter-in-law expecting her first child can be seen with her mother-in-law wearing a suit. The elder woman takes the younger woman to the garden where the baby shower ceremony has been arranged for her. Soon after reaching the garden, the woman is surprised to see that the ceremony has been organised as per Hindu tradition. She asks her mother-in-law but this is not how you celebrate, is it? In return, the mother-in-law says isn’t the ceremony to make the daughter happy held in every house?
On YouTube, Tanishq had the description that the girl 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 they usually don’t. A beautiful confluence of two different religions, traditions and cultures.
Congress Thiruvananthapuram MP Shashi Tharoor came out in support of the ad. He said on Twitter that Hindutva bigots have called for a boycott of the Tanishq ad for highlighting Hindu-Muslim unity. “If Hindu-Muslim “ekatvam” (unity) irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity in the world–India?” he asked.
Several Twitter users shared the advertisement on their timelines saying Tanishq is spreading love jihad in the country. A Twitter user said it’s really sad to watch what kind of country we are turning into. An ad uniting two religions has to be taken down in the country which used to be called secular since forever.
But the decision of Tanishq has been vociferously objected to by people who still live by secular principles. Many of them found fault with the Tatas for succumbing to right-wing bullying.