New Delhi: Tata company's Tanishq takes down yet another ad after backlash. Tanishq’s Diwali ad came under fire for a statement made by an actor which suggests not to burst crackers on Diwali. The ad features Sayani Gupta, Alaya F, Neena Gupta, and Nimrat Kaur and each actor talks about what they are looking forward to doing this Diwali.
Sayani Gupta says "I'm hoping to be able to meet my mum after really long. Definitely no firecrackers. I don't think anyone should light any firecrackers. Lots of diyas. Lots of laughter hopefully and lot of positivity." The line which was meant as a positive environmentally conscious message was criticized widely all across social media and the hashtag #BoycottTanishq was trending yet again.

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Filmmaker Vivek Ranjan Agnihotri took to Twitter to accuse the ad of “killing tradition and Hindu culture”. “This Diwali, let’s kill tradition, Hindu culture and promote consumerism. Because photoshopped secular models with fake smiles and VFX bodies loaded with regressive,” he tweeted.
BJP National General Secretary Chikkamagaravalli Thimme Gowda Ravi said that companies should focus on selling their products, “not lecture us to refrain from bursting crackers”. He tweeted about the issue as well.


The outrage made Tanishq take down the advertisement. The jewelry brand is yet to release a statement regarding the matter.

Last month, Tanishq released a 45-second advertisement new jewellery line called 'Ekatvam' featuring an interfaith married couple was released. 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. After backlash, Tanishq took down the advertisement from YouTube and other social media.