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The Tanishq Ad Controversy

Written by Mansi Yadav

Was this fair?

The Preamble to the India’s Constitution declares India to be a sovereign, socialist, democratic republic, and a secular country (more emphasis on secular). Why is the Preamble being reminded again? The reason is linked to the topic and is pretty much evident. So, let’s start!

On 9th October 2020, the Titan group’s Tanishq Jewellery launched an advertisement that featured an interfaith marriage couple. The ad revolves around the baby shower ceremony of a Hindu woman. She seems surprised as this custom isn’t a part of their tradition and asks her Muslim mother-in-law the reason behind this ceremony’s conduction.

Her Muslim mother in law smiles and says, “But keeping daughters happy is a custom of every house, right?” This line took away the woman’s heart. The advertisement celebrates Tanishq’s new collection: Ekatvam, i.e., the beauty of oneness, and it ends on a beautiful note that if we are united, we can achieve anything. 

The advertisement is a beautifully constructed concept which promotes unity and brotherhood among the two religions. 

Table of Contents

  1. So, the question is, why #BoycottTanishq was trending on Twitter in the last few days?
  2. What is Love-Jihad?
  3. Let’s not just get biased and see two sides of the coin first
  4. Have a look at the tweets made by the Indian audience

So, the question is, why #BoycottTanishq was trending on Twitter in the last few days?

This ad has been viewed from a completely different perspective by the Indian audience. People find this ad promoting love-jihad. 

What is Love-Jihad? 

It is an Islamophobic conspiracy theory that allegedly says that Muslim men target women belonging to non- Muslim communities for conversion to Islam by faking love. 

The plot of the advertisement line, which is explained right now, is it anywhere near to the concept of Love Jihad?

Was Tanishq really promoting ‘LOVE JIHAD.’ Let’s not just get biased and see two sides of the coin first. 

Starting from people who are against this ad. Many people, including the Bollywood Celebrity Kangana Ranaut, came out on Twitter and criticized the ad and the brand. She claimed that the ad promoted Sexism and Love Jihad.  Also, Kangana called the brand ‘creative terrorists.’ Is it justified? She is using Hindu-Muslim agendas to get into politics. First, she boycotted her industry and now she is spreading hatred towards this brand.

Read what the actress has to say
Have a look

While on the other side, Shashi Tharoor stoops up in favour of the brand. After people started the #BoycottTanishq, he suggested boycott the most prominent symbol of Hindu-Muslim unity, i.e., the Indian country itself!  

Shashi Tharoor penned down a few words

Have a look at the tweets made by the Indian audience regarding Tanishq.

Indians have a lot to say about the Tanishq advertisement
An unfair outlook?
An impediment to harmony?

People eradicated the real concept of secularism by comparing the advertisement with Love Jihad and terrorism. Many advertising bodies later came out in support of the brand and demanded freedom of commercial expression. 

Have a look at what the IAA has to say
There has been an uproar regarding freedom of advertisement

It’s so shameful to see an advertisement being taken down due to communal issues.

What’s your view on this whole issue?

To read more on the topic: https://mumbaimirror.indiatimes.com/news/india/whats-the-controversial-tanishq-ad-and-why-is-boycotttanishq-trending-on-social-media/articleshow/78636691.cms

To read more interesting articles: https://youngindianrevolution.com/blog-by-youth/

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