Indian jewelry brand Tanishq pulled out the promo ad featuring interfaith relationship after it met criticisms online.
A jewelry company from India has pulled out its promotional ad portraying the relationship of people from two different religions. The move comes after the commercial garnered a backlash from netizens.
The Scrutinized Promotional Ad
Tanishq, the Indian jewelry brand, had previously released a 45-second clip to promote its “Ekatvam (Unity) – The beauty of oneness” collection. CNN Business described the ad as showing a Muslim family hosting a traditional South Indian Hindu baby shower. It even included a tagline: “A beautiful confluence of two different religions, traditions, cultures.”
— Tanishq (@TanishqJewelry) October 13, 2020
The daughter-in-law mentioned that the Muslim family does not celebrate the rituals. But the mother-in-law responded that “the ritual of making daughters happy is in every home.”
And it drew the outrage of people on the internet. #BoycottTanishq even trended in the country following the publication of the video.
Removing the Ad
After receiving backlash from online, Tanishq had withdrawn the ad from different platforms, like social media and TV. A spokesperson told CNN Business that the commercial caused “divergent and severe reactions, contrary to its very objective.”
Moreover, the spokesperson also told CNN Business that the idea behind the advertisement. The spokesperson said the promo intends 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.”
Meanwhile, Indian actress Divya Dutta expressed that she felt sad for withdrawing the ad. She provided the voice-over for the promo. She tweeted, “I loved it.”
Likewise, a communications strategy consultant, Karthik Srinivasan, noted that offline threats pushed the jewelry brand to remove the promo. “I feel very sad that something that promotes unity is being withdrawn for the wrong reasons,” he said.
According to The Washington Post, interfaith marriage is still largely frowned upon in India. One actress, Kangana Ranaut, expressed why the concept of the ad is wrong. “This advert does not only promote love-hijad but also sexism.”
She noted that the problem lies in the execution, with “the fearful Hindu girl apologetically expressing her gratitude to her in-laws for the acceptance of faith.”
Others think that the ad promotes secularism. However, two advertising bodies in the country defended Tanishq, The Washington Post reports. The Advertising Club said it found the Tanishq promo “not derogatory” towards any faith. Meanwhile, the Advertising Association urged the government to act against the threats.
Tanishq also said in a tweet that they withdrew the ad for “keeping in mind the hurt sentiments and well-being of our employees, partners, and store staff.”