Tanishq withdraws ad after #AntiHindu claims on social media

The jewellery brand said the campaign was intended to "celebrate the coming together of people from different walks of life and communities" but has instead stimulated "divergent and severe reactions".

Jewellery retail brand Tanishq has withdrawn an ad for its Ekatvam collection after a group of social media users branded the ad "anti-Hindu" and called for a boycott of the brand.

In the film, a Muslim household led by the mother was throwing a baby shower for her pregnant daughter-in-law. At the end of the video, the daughter-in-law thanks the host for hosting a ritual which is otherwise not celebrated in the household.

The ad drew criticism on social media, with a #BoycottTanishq movement sweeping through Facebook and Twitter.

After disabling comments, Tanishq on Tuesday (October 13) took down the video from Facebook and Twitter while the film link has been made private on YouTube. 

In a statement sent to Campaign India, a Tanishq spokesperson said the campaign was intended 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 spokesperson said. "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."

Several social media users opposed the contents of the ad: 


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