Trolls are targeting famed jewellery brand Tanishq after releasing an ad featuring an interfaith baby shower, sparking controversy for promoting “love jihad.”
Recently, Tanishq dropped a new ad, ‘Ekatvam’ showing a pregnant Hindu bride being welcomed at baby shower by her Muslim mother-in-law’s in a 40-second-commercial. The jeweller shared the clip on YouTube with 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 and cultures.”
While Tanishq made an attempt to unite the religions in a heartfelt advertisement against the backdrop of CAA (Citizenship Amendment Act) protests of late, things got way out of hand when the ad fell victim to a slew of trolls terming the commercial as “love jihad,” a phrase used against Muslim men for marrying Hindu women and encouraging them to shift their religious belief.
Photograph credit: Tanishq
Following the outrage, Tanishq issued an apology for the ad saying “We are 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 more staff.”
They also say “The idea behind the Ekatvam 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.”
(Featured photograph credit: Tanishq)