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'I Don't Think Anyone Should Light Firecrackers': Tanishq Releases New Diwali Ad, Deletes After Outrage
Swarajya Staff
Nov 09, 2020, 11:14 AM | Updated 11:14 AM IST
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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.
Why should anyone advice Hindus how to celebrate Our Festivals?
— C T Ravi ð®ð³ ಸಿ à²à²¿ ರವಿ (@CTRavi_BJP) November 8, 2020
Companies must focus on selling their products, not lecture us to refrain from bursting Crackers.
We will light lamps, distribute sweets and burst green crackers. Please join us. You will understand Ekatvam. https://t.co/EfmNNDXWFD
Last piece of advice: if you are eyeing a festival for sales, dont you dare preach. Hindus are not here to listen to your didactic ramblings. Be honest to your customers. They are smarter than your creative team that is clueless about festivals and their significance. https://t.co/HsIekprdid
— Sepiamniacð®ð³ (@jananisampath) November 8, 2020
Let nobody tell you how to celebrate your festivals!!
— ð®ð³Sudhirð (@seriousfunnyguy) November 8, 2020
Do what your family tradition is!
Follow your rituals as you have been doing since you were a child. Going to Bazar, Buying Firecrackers with your dad, using an empty bottle for rocket...
Hey, Just do your own thing! https://t.co/pkzfVvXi4q
Many also questioned a lack of Hindu symbols in the video and slammed Tanishq for a westernised depiction of Diwali.
Iâm not sure if this westernised #Diwali is intentional or incompetence?#tanishq https://t.co/ekBoauyhAi
— Anuraag Saxena (@anuraag_saxena) November 9, 2020
No bindi, no deepam, no lakshmi pooja.
— krithika sivaswamy (@krithikasivasw) November 9, 2020
While I don't like to intefere into people's dressing or spiritual choices or what they do daily, if you are trying to depict #Deepawali with this, then you are totally off.
Hindu festivals are not just a carnival with good food
#Diwali https://t.co/qRImIiT3l3
Dear @TanishqJewelry, your advertisement team has mistaken Diwali for Thanksgiving.
— Vaidehi ð®ð³ ðï¸ (@dharmicverangna) November 9, 2020
Diwali is not about buying jewelry, spending time with family & eating good food.
It's about the victory of good over evil.
It's about Dharma.#boycotttanishq https://t.co/OkxVXC8nSw
Social media users also called for a boycott of the jewellery brand.
THIS DIWALI DONT BUY ANY GOLD OR JEWELLERY FROM @TanishqJewelry Rather give the amount, loads of amount to the needy. And if you have to buy Jewellery Buy from your LOCAL FAMILY JEWELLER. DEFINITELY NOT FROM TANISHQ #boycotttanishq #boycotttanishqjewelry #Diwali #Diwali2020 https://t.co/ib6LOHPyYX
— Rosy (@rose_k01) November 8, 2020
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,
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