New Delhi: After taking down its advertisement showing an inter-faith marriage following massive social media outrage, Tanishq Jewelry issued a statement that it was "deeply saddened with the inadvertent stirring of emotions" and that it was withdrawing the video.


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

In its first official response to the social media furore, Tanishq said that the idea behind the Ekavatam 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,” it said.

“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,” it stated.


The advertisement which showed an inter-faith marriage was linked to love jihad by many on Twitter, landing into soup soon after it was unveiled on Monday. It faced #BoycottTanishq calls on social media and soon the hashtag was top trending on #Twitter. More than 19,000 people tweeted calling for a ban on the advertisement and the jewellery brand.

After unexpected response to the ad, Titan removed the advertisement, following which it was criticized for cowering to social media pressure.

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