TANISHQ HAS WITHDRAWN THEIR EKATVAM AD AFTER CRITICISM ON SOCIAL MEDIA

A beautiful creative message which is showing happiness and celebration of a happy family as per Tanishq, but somehow it become a part of Hindu-Muslim controversy and moved toward ‘love-jihad’ issue.

TANISHQ HAS WITHDRAWN THEIR EKATVAM AD AFTER CRITICISM ON SOCIAL MEDIA
source-the quint

Controversies always need wings to fly high which either take you to the highest or lowest. A twitter post on any controversy works like an engine to highlight the loopholes and hashtags is fuel to boost it and make it a trend.

On monday 12th-Oct-2020, Tanishq is a jewellery brand of Tata group with division of Titan company published an advertisement to promote their design creativity just before the festive season arrival . The advertisement titled with "Ekatvam-the beauty of oneness is about a hindu lady who is pregnant and looks surprisingly happy to see the decor of the full house which has done by her muslim mother-in-law to celebrate baby shower for her. The pregnant daughter-in-law asked,this is not a tradition of our home isn’t it?. She (mother-in-law) replied, keeping a daughter happy is a tradition of every home, isn’t it?

A beautiful creative message which is showing happiness and celebration of a happy family as per Tanishq, but somehow it become a part of hindu-muslim controversy and moved toward ‘love-jihad’ issue. Tanishq advertisement controversy becomes a trend on social media with a hashtag of “#BoycottTanishq” and goes to the peak on twitter. Love-Jihad has always been a sensational topic in India for community differences. A certain group who takes stand for Love-Jihad was totally against this advertisement of Tanishq.

On the other side of Tanishq advertisement, the masses, other sections are supporting the innovative advertisement which shows togetherness ‘no matter what.’ 

 Today on 13th-Oct-2020 Tanishq withdrew the ‘EKATVAM’ ad with the statement "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. 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."

Tata group brand “Tanishq” is a well known jewellery brand and works with the usp of “One of the largest jewellery brands in India.