"We withdraw this film keeping in mind hurt sentiments’ says Tanishq

New Delhi, October 14: Following a sharp backlash on social media over its a controversial advertisement showing an interfaith love, Tata Group's jewellery brand Tanishq pull down its ad and released clarification on Twitter. The company said that it is withdrawing this film keeping in mind the hurt sentiments and well being of our employees, partners, and store staff.

 

Clearing the idea behind the Ekatvam campaign the company added that "is to celebrate the coming together of people from different walks of life, local communities and families during these challenging times and celebrate the beauty of oneness". It added that the film has stimulated divergent and severe reactions, "contrary to its very objective".

 

It maintained, nevertheless, that its objective was to “celebrate the beauty of oneness”. It also said, “This film has stimulated divergent and severe reactions, contrary to its very objective.”

 

 

 

It further added that "We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well being of our employees, partners and store staff,"

 

The advertisement which was released on 9 October went viral on social media. It shows a pregnant Hindu woman walking with her mother-in-law, who distinctly belonged to the Muslim faith. The Muslim mother-in-law then leads the Hindu daughter-in-law to the garden area, where the baby shower ceremony has been set up according to Hindu traditions. In the youtube description, the company said, "She is married into a family that loves her like their own child. Only for her, they go out of their way to celebrate an occasion that they usually don't. A beautiful confluence of two different religions, traditions, cultures."

 

Hours after the ad 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. Following which Tanishq disabled comments and likes/dislikes on its ad on YouTube, and then on Tuesday it finally withdrew the video altogether.

 

Earlier this, a Tanishq showroom in Gujarat had condemned the ad and apologised profusely to the Hindu community for the sentiments that were hurt.

 

Moreover, the effects of the social media outrage also affected the stock market as Titan stock fell sharply by 2.58% from Rs. 1,257.55 to Rs. 1,224.35.