Mumbai: A massive outrage broke over various social media platforms with users calling for the boycott of the jewellery brand Tanishq for their latest advertisement campaign ‘Ekatvam’, which means oneness. The 43-second advertisement is showcasing a Muslim family preparing a traditional Hindu baby shower for their pregnant Hindu daughter-in-law. , conveying the message of love and harmony between people of different faiths.
The YouTube description of the video had noted, “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.”
But the advt had criticised on social media and said it “promoted love jihad” and made #BoycottTanishq trend online, claiming it doesn’t show the reality of interfaith marriages.
However, as outrage against the advt grew, Tanishq made the YouTube link to the video private Monday evening, making it unavailable to people. By Tuesday morning, the advertisement officially removed from all their platforms. “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,” Tanishq said in a statement.