Controversial Interfaith Marriage Ad Pulled Down; Know Why Tanishq Should Not Have Succumbed To Social Media Trolls

The 45-second advertisement featured a Muslim family preparing baby shower ceremony for their Hindi daughter-in-law.

Image: Screen grab from Tanishq Jewellery advertisement

Tata Group’s popular jewellery brand Tanishq succumbed to the vicious trolling on social media and pulled down its controversial interfaith marriage advertisement from its YouTube channel on Tuesday, after a section of society slammed the brand with #BoycottTanishq trending on Twitter on Monday. The brand first disabled the comments and Likes/Dislikes section for the video posted on YouTube and Facebook. But due to continuous trolling, it later removed the video from the platform. The 45-second advertisement of Tanishq's new jewellery line called 'Ekatvam' was released on October 9, featuring an interfaith married couple. In the ad, a Muslim family could be seen preparing baby shower ceremony for their Hindi daughter-in-law. The woman's Muslim in-laws 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." But the short ad film didn't sit well with many as thousands of people called out for a ban on the jewellery brand for promoting 'love jihad', a term used to accuse Muslim men/families of forcing Hindu women to convert to Islam by marriage. Several people pointed through their Twitter posts that religious tolerance is under threat in India. Bollywood actress Kangana Ranaut also condemned the advertisement saying that it glorified "love jihad and sexism". "This advert is wrong on many levels, Hindu bahu is living with the family for significant amount of time but acceptance happens only when she is carrying their heir. So what is she just a set of ovaries? This advert does not only promote love-jihad but also sexism," the actress said.

Tanishq is not the first brand to make advertisements with the attempt to break the stereotypes. Various other ads featuring Hindu and Muslim confluence have come under the fire and been touted as 'Love Jihaad' in the past. It was not long ago when a detergent brand Surf Excel was also targeted by the same section of the society for promoting healthy friendship between Hindus and Muslims. The ad showing group of boys protecting a Muslim friend from Holi colours was also condemned and termed as 'Love Jihaad'. It is worthy to note that even after years of independence and our Constitution rightly voicing secularism, most Indian families still prefer weddings within their own religion or caste. Weddings outside their communities/caste/religion has often led to violent consequences including honour killings.