Interfaith jewellery advert in India withdrawn after social media backlash

A jewellery brand advert for Tanishq featuring an interfaith couple has been removed after outrage among social media users.

The 43-second advert depicts a Hindu bride at her baby shower, organised by her Muslim in-laws. While some had taken to social media to express the “beautiful” concept, others said it promoted “love jihad” – a term used to accuse Muslim men of converting Hindu women for marriage.

The advert promoted Tanishq’s jewellery line ‘Ekatvam’ (unity), which was subsequently taken down from the company’s social media platforms.

Congress party MP, Shashi Tharoor took to Twitter to say, “Hindutva bigots have called for a boycott for highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim ‘ekatvam’ irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity – India?”

So Hindutva bigots have called for a boycott of ⁦@TanishqJewelry⁩ for highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim “ekatvam” irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity in the world — India? pic.twitter.com/cV0LpWzjda

— Shashi Tharoor (@ShashiTharoor) October 13, 2020

In a statement, Tanishq said, “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.”

“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 added.

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