New Delhi: After Titan’s Tanishq pulled down its Ekatvam ad celebrating harmony between Hindu and Muslim families amidst social media backlash, the brand released a statement saying that it was “deeply saddened with the inadvertent stirring of emotions”.
Tanishq owned by the Tata Group was heavily trolled for its ad featuring a baby shower of an apparently Hindu woman in a Muslim family. #BoycottTanishq was the top trend on Twitter today, with people expressing outrage against the brand and Ratan Tata, while accusing the ad of ‘promoting Love Jihad’.
“The idea behind the Ekavatam 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,” the statement read.
“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,” it further said.
Tanishq has been called out by many users for bowing to the pressure and bigotry of those opposing the ad that ‘promotes Hindu-Muslim unity’. Author Chetan Bhagat and former Congress leader Sanjay Jha both asked Tata and Tanishq “don’t get bullied”.