(Milcah Anila, Intern Journalist)New Delhi: Leading jewelry retailer Tanishq has stepped down following criticism over a video of a new collection ad titled ‘Unity’. The video, which was released on YouTube, was removed within 24 hours.
The statement themed around the Hindu daughter in law entering a Muslim family and celebrating the Bangle ceremony was taken to the extent that people trended #BoycottTanishq as promoting love jihad. The company said it had no longer bought Tanishq jewelry and had deleted the ad seeking the welfare of its employees and partners in the wake of trolls claiming that it would have an impact on all Tata Group products.
A spokesman for the company said in a statement on Tuesday that it was “sorry” that the ad had hurt public sentiment. “The real purpose of the Unity Campaign is to bring together people from different communities and families in the face of the current challenging situation and to celebrate the joy of being altogether.
But the response has been completely different, which we deeply regret. We do not intend to offend anyone. In addition, we are withdrawing this ad in the interest of the well-being of all our employees, store staff, and partners.
” However, after the removal of the Tanishq ad, some more people said, “There is nothing wrong with this ad which is meant to promote religious harmony. However, I do not understand why it was removed. Author Chetan Bhagat, Celebrities like Congress party leader Sanjay Jha have also come out in support of the Tata Group and Tanishq management.
There is talk in business circles that trolling on this ad has had a severe impact on Tata products. What’s in the ad? The mother in law is preparing the house for the Bangle ceremony, a Hindu woman who has entered the Muslim family. Surprised by these arrangements, the daughter-in-law asks her mother-in-law, “Wouldn’t such celebrations be held in your house? What else?” Responding to this, she said, “This is done in every house to make the daughter happy. Is that true? like that she expressed her love.
All together happily participate in the function. Tanishq has created this ad as a beautiful combination of two different religions, traditions, and cultures.
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