Tanishq, Tata group face ire for pulling down advertisement after boycott calls

New Delhi: Tanishq by Titan has been slammed by Twitterati for withdrawing the advertisement for a jewellery range which showed an inter-faith marriage.

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On Monday, Tanishq was facing BoycottTanishq calls on social media after it released the ad showing a Hindu-Muslim couple. #BoycottTanishq was top trending on #Twitter. More than 19,000 people tweeted calling for a ban on the advertisement and the jewellery brand.

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On Tuesday, Tanishq and the Tata group were being slammed for cowering to social media pressure and withdrawing the ad. Some twitterati had linked the Tanishq ad to love jihad.

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Congress MP Shashi Tharoor said, “So Hindutva bigots have called for a boycott of @TanishqJewelry? for highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim “ekatvam” irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity in the world – India?”.

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While launching the Ekatvam range, Titan had highlighted the theme of Oneness. “Each jewel from #EkatvamByTanishq, is meticulously crafted using art forms from across the country. Over 1,000 Karigars have spent countless hours creating these jewels that are a captivating ode to the beauty of oneness.”.

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Former BJP ideologue Sudheendra Kulkarni said, “#Tanishq retreat is a victory for intolerance. Each such victory will make them more intolerant. We must safeguard India’s pluralism”.

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Raj Nayak, media maven said, “This is really sad! How can a brand as strong as Tanishq from the House of Tata’s chicken out based on trolls? In fact the trolls were helping you get more visibility for your ad.”

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