Jewellery brand Tanishq has stirred up a new row on social media after releasing a new Diwali advertisement which discouraged people from bursting firecrackers.
Many social media users as a result slammed Tanishq for the advertisement and also questioned the lack of Hindu symbols in the video.
Tanishq was also slammed by BJP National General Secretary C T Ravi who commented that "Why should anyone advice Hindus how to celebrate Our Festivals?".
Following the social media outrage, Tanishq proceeded to delete the tweet.
Here is a copy of the embedded video.
In the advertisement one of the actors can be heard as saying, "...definitely no firecrackers and I don't think anyone should light any firecrackers...".
As a result, many social media users slammed Tanishq for preaching to Hindus over how to celebrate Diwali.
Many also questioned a lack of Hindu symbols in the video and slammed Tanishq for a westernised depiction of Diwali.
Social media users also called for a boycott of the jewellery brand.
This controversy comes just days after Tanishq found itself embroiled in a storm over another advertisement as part of its Ekatwam campaign. The advertisement depicting a Hindu bride in a Muslim household was termed by many as a promotion of Love Jihad. Tanishq had subsequently pulled down the video,
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 1200/year is the best way you can support our efforts.