Jewellery brand Tanishq on Monday evening (13 October) withdrew a controversial advertisement under its Ekatvam campaign after many social media users accused it of promoting Love Jihad.
The advertisement in question showed a pregnant Hindu bride being led by her Muslim mother-in-law for her traditional Godh Bharai (baby shower) ceremony.
The bride then tells the mother-in-law, "Maa ye rasam to aapke ghar mein hoti bhi nahin hai na (Mother but you don't celebrate this ceremony in your house)", to which the mother-in-law responds, "Par bitia ko khush rakhne ki rasam har ghar mein hoti hai na (but the ceremony to ensure happiness for their daughter happens in every family)".
The advertisement which was released on 9 October went viral on social media after many netizens accused the brand of promoting love jihad. #BoycottTanishq soon became one of the most trending topics in the country.
Some of the objections raised by social media users included asking the brand whether it would carve out a similar campaign with reversed religious identities.
Some also questioned the lack of Hindu symbols and idols in the ceremony presented in the advertisement and questioned whether the ad makers were reluctant to cross certain boundaries.
Many also called the advertisement a cruel joke in context of the brutal beheading of a Hindu girl in Uttar Pradesh's Sonbhadra by her husband after she purportedly refused to convert to Islam.
Following the massive outrage, Tanishq proceeded to pull down the YouTube video of the advertisement, which has now been made private. The jewellery brand is yet to issue a statement over this controversy.
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