'#BoycottTanishq' Trends After Jewellery Brand Features Interfaith Marriage In Advertisement; Netizens Tout It As 'Love Jihad'

The advertisement featuring an interfaith married couple has received severe backlash on the social media. With #BoycottTanishq’, thousands of people called out for a ban on the advertisement.

Image: Screen grab from Tanishq Jewellery advertisement

Tata Group’s jewellery brand Tanishq has com under fire over its recently released advertisement of a new jewellery line called ‘Ekatvam‘. The 45-second advertisement featuring an interfaith married couple has received severe backlash on the social media. With #BoycottTanishq’, thousands of people called out for a ban on the advertisement and the jewellery brand. Released on October 9, the advertisement shows a Muslim family preparing baby shower ceremony for their Hindi daughter-in-law. The woman's Muslim in-laws have taken a step ahead to replicate all the traditions as per Hindu customs and organise a baby shower, which they usually don’t in their culture. As described by the brand, "She is married into a family that loves her like their own child. Only for her, they go out of their way to celebrate an occasion that they usually don’t. A beautiful confluence of two different religions, traditions, cultures." The advertisement didn't go well with some people, with many condemning it and touting it as ‘love jihad’. While the brand has switched off the comments section on its YouTube channel, #BoycottTanishq trended at first position on the Twitter today. Here are a few reactions of Twitteratis:

Tanishq has recently launched a new jewellery line called ‘Ekatvam‘ which it describes as confluence of India's finest craft forms, intricately knitted into one stunning collection, brought alive by skilled Karigars, where similarities and differences all become one. From Tamil Nadu’s Nakkashi and Bengal’s Filigree, to Gujarat’s Rawa and Rajasthan’s Kundan, over 15 different craft forms have come together, to carefully make every piece from Ekatvam a shining embodiment of togetherness.