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.

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

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

Dear #tanishq, most people attacking you can’t afford you anyway.
And given where their thinking will take this economy, they soon won’t have jobs and hence definitely won’t able to buy anything from #tanishq in the future too. Don’t worry about them. — Chetan Bhagat (@chetan_bhagat) October 13, 2020

 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."

Each jewel from #EkatvamByTanishq, is meticulously crafted using art forms from across the country. Over 1000 Karigars have spent countless hours creating these jewels that are a captivating ode to the beauty of oneness. #TanishqWaliDiwali
Explore more: https://t.co/zmVZ29Z0Gk pic.twitter.com/W06EpMZvOF — Tanishq (@TanishqJewelry) October 11, 2020

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