Social media users have refused to let jewellery brand Tanishq off the hook after the latter issued a statement over its controversial advertisement which has been accused of promoting Love Jihad.

After an intense outrage on Social Media, Tanishq had proceeded to withdraw its Ekatvam advertisement which showed a Hindu bride being led to her baby shower in a Muslim household.

Tanishq finally broke its silence on the controversy by issuing a statement late yesterday evening (13 October).

Tanishq in its statement claimed that it wanted to celebrate the coming together of people from different walks of life via its Ekatvam campaign.

"The film has stimulated divergent and severe reactions, contrary to its very objective. We are deeply saddened with the inadvertent stirring of emotions and with draw this film keeping in mind the hurt sentiments and well being of our employees, partners and store staff", added Tanishq.

This statement by Tanishq though left social media users less than impressed with many interpreting the sentence, "well being of our employees, partners and store staff", as an accusation against Hindus.

Social media users also pointed out that the campaign against Tanishq was limited to a economic boycott and did not result in any physical harm to the stores or its employees.

Social media users demanded a clear apology from Tanishq over this matter, while making it clear that the current statement falls short of expectations.

Also Read - That Tanishq Ad: When You Refuse To Have An Honest Conversation, A Fervent Backlash Is What You Get