Tanishq Removes Interfaith Marriage Ad After Social Media Backlash

Mumbai: Tata-owned jewellery brand Tanishq on Tuesday removed its latest advertisement from social media after certain sections of the society, mostly right wing, accused it of promoting ‘Love Jihad’.

#BoycottTanishq trended on Twitter throughout Monday after the ad, titled Ekatvam, released to celebrate “unity in oneness”.

The ad showed the story of a Hindu woman married into a Muslim family. The young woman is seen expecting her first child, and is being escorted to the garden by her gracious mother-in-law for a ceremony. After reaching the garden, she discovers that the ceremony has been organised as per Hindu rituals which prompts her to ask her mother-in-law, “Par yeh rasam toh aapke ghar mein nahi hoti hai na? (But this ceremony is not celebrated at your place, isn’t it?)”. Her mother-in-law responds by saying, “Bitiya ko khush karne ki rasam toh har ghar mein hoti hai na? (The ceremony to make the daughter happy is held in every house, isn’t it?)”

Tanishq wrote in the description, “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. A beautiful confluence of two different religions, traditions, cultures.”

After Tanishq took down the video, some on Twitter said the jewellery brand shouldn’t have bowed down to trolls and hate-mongering.