April 15, 2021

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India: Jewelry advert on interfaith couple withdrawn right after bullying | India

Tanishq compelled to pull down its advertisement selling religious harmony just after incessant trolling by India’s proper-wing forces on social media.

Incessant social media trolling by right-wing forces has compelled a well-known jewelry brand name in India to withdraw its advertisement showcasing an interfaith few.

The 40-2nd industrial, unveiled by Tanishq past week, confirmed a pregnant Hindu bride attending a toddler shower organised by her Muslim in-laws.

“She is married into a family members that enjoys her like their possess kid. Only for her, they go out of their way to celebrate an celebration that they generally do not. A attractive confluence of two distinctive religions, traditions and cultures,” the advertisement’s YouTube description stated.

The advertisement was a section of Tanishq’s latest jewelry line called “Ekatvam”, Sanskrit phrase which suggests oneness, and was unveiled ahead of the festival time marked by Durga Puja and Diwali, two of Hindu religion’s most important festivals.

But several social media buyers accused the enterprise of advertising “love jihad”, a right-wing campaign that accuses Muslim guys of luring Hindu girls into marriage and converting them to Islam.

Having said that, interfaith marriages in India are frowned upon and uncommon.

On Monday, the hashtag #BoycottTanishq trended on Indian social media, with a barrage of posts and reviews on the YouTube online video accusing the enterprise of “hurting” the religious sentiments of the Hindu the vast majority and demanded an apology.

On Tuesday, Tanishq pulled the ad from the social media platforms, saying the “film stimulated divergent and intense reactions, opposite to its pretty objective”.

“We are deeply saddened with the inadvertent stirring of emotions and withdraw this film trying to keep in mind the hurt sentiments and effectively getting of our workforce, associates and shop team,” the enterprise explained in a statement on Twitter.

“So Hindutva bigots have called for a boycott of @TanishqJewelryfor highlighting Hindu-Muslim unity by means of this lovely advertisement. If Hindu-Muslim ‘ekatvam’ irks them so significantly, why never they boycott the longest surviving symbol of Hindu-Muslim unity in the earth – India?” tweeted Congress party’s member of parliament, Shashi Tharoor.

Bollywood actress Divya Dutta, who had lent her voice to the advertisement, lamented its withdrawal. “It’s sad it is taken off the air. I liked it,” she tweeted.

A lot of on social media also expressed their solidarity with Tanishq, a brand name owned by Titan and promoted by the Tata Group in collaboration with the Tamil Nadu Industrial Enhancement Corporation, and wished the corporation experienced not given in to the bullying.

Journalist Barkha Dutt posted a tweet, referring to an Indian firm that has refused to promote with Indian news channels that market religious hatred and asked why Tanishq did not stand its ground.

Last 7 days, car huge Bajaj Vehicle and Parle Solutions, India’s biggest biscuit maker, reported they ended up pulling advertising from news channels that endorsed toxicity and hate-mongering.

“Rajiv Bajaj [promoter of Bajaj Auto] on a single aspect and the surrender of Tanishq on the other. Variation concerning spine and supine,” Dutt posted.