India’s leading watch maker Titan recently launched a marketing campaign glorifying the Tamil-Hindu culture which irked various so-called Dravidian activists who as a result called for their boycott.
Here is the advertisement in question:
The advertisement contains stunning footage of iconic temples in Tamil Nadu like Darasuram, Brihadeeswara and Kailasanathar.
The advertisement goes, “Travel around our land, where even stones speak of poetry” as one can see a boy caressing the ancient temple stones and women making flower garlands used in pujas.
Temples, Kanchi silk and relics of the Tamil-Hindu culture featured prominently in the advertisement which led many to hail Titan for its effort.
While a sizeable section of social media was praising Titan, a swarm of Dravidian activists descended and began slamming the watchmaker for passing off “Brahminical traditions as Tamil culture”.
Some social media users claimed that one of the reasons why the aforementioned activists were irked, was a brief newspaper clipping in the advertisement which reportedly stated, “Rajini will crush Stalin”.
While the Dravidian activists were lambasting Titan, many social media users came to the watchmaker’s rescue and also promised to buy its products.
Titan watches has launched a new chain of limited edition watches with the aforementioned Tamil-Hindu themes inspired by Tamil temple architecture and script.
As you are no doubt aware, Swarajya is a media product that is directly dependent on support from its readers in the form of subscriptions. We do not have the muscle and backing of a large media conglomerate nor are we playing for the large advertisement sweep-stake.
Our business model is you and your subscription. And in challenging times like these, we need your support now more than ever.
We deliver over 10 - 15 high quality articles with expert insights and views. From 7AM in the morning to 10PM late night we operate to ensure you, the reader, get to see what is just right.
Becoming a Patron or a subscriber for as little as Rs 999/year is the best way you can support our efforts.