An advertisement by the Titan Group’s Tanishq, a popular jewellery brand, has been reportedly pulled off air after vicious trolling on social media with #BoycottTanishq trending on Twitter .
The advertisement featuring an interfaith baby shower was targeted by a section on social media who felt it “promoted love jihad”. But many others condemned the bigotry and hate-filled posts pushing the boycott trend, calling it completely against the Idea of India.
The ad shows a pregnant woman in a sari escorted by a woman she calls “Ma (mother)”, to a baby shower ceremony. At the end of the video, the young woman asks the older woman, apparently her mother-in-law: “But this ceremony is not held at your home…”. The mother-in-law, wearing a suit and her head covered with a duppatta, replies: “Isn’t it a tradition for every home to keep daughters happy?” The video is no longer available on the YouTube channels of Tanishq after a barrage of tweets against the ad.
Congress MP Shashi Tharoor this morning reacted sharply to those who called for the ad’s boycott. “So Hindutva bigots have called for a boycott of @TanishqJewelryfor highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim “ekatvam” irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity in the world — India? (sic),” the 64-year-old leader wrote on Twitter.
Congress leader Abhishek Singhvi also joined those tweeting against the outrage. Ex-member of the National Commission of Women Shamina Shafiq also backed the message of interfaith harmony, saying: “Thank you for making us notice the beautiful #tanishq ad dear trolls !”
Here is the link to the ad which has been trolled and put down by tanishq aftet the social media backlash by some trolls.