Jewellery brand pulls down ad as #BoycottTanishq Trends online
Tanishq had recently released an advertisement for their campaign Ekatvam by Tanishq, showing a
Muslim family preparing a traditional Hindu baby shower for their pregnant Hindu daughter-in-law
showcasing a beautiful confluence of two different religions, traditions and cultures. But the ad
received mixed reactions online.
A massive outrage on social media websites, with more than 17,000 users tweeting with the hashtag
#BoycottTanishq has finally led to the withdrawal of the ad film by Tanishq keeping in mind the hurt
sentiments and the well-being of their employees, staff and partners.
In 2019, Zomato faced a similar criticism from a client who did not accept the delivery from a Muslim
delivery boy but Zomato refused to bow down to the demands of the client rather they stood its
ground on food having no religion, similarly Tanishq should have been firm with its convictions
instead of withdrawing its ad because of a backlash from the right-wing Hindutva extremists who
claimed the advertisements supported ‘love-jihad’.
According to a journalist, the companies need to put some research into how much of the trolling
reflects public opinion and has any potential to impact business. Tanishq should have realised that a
mere 17000 users trolling can only create an opinion and these perceptions necessarily don’t turn
into action but if they might have stood by their idea instead of taking it down there might have
been a change in the perspective of the customers.