On 9th October, a jewellery brand named Tanishq aired an advertisement, in which a Muslim family is seen preparing a traditional Hindu baby shower for their pregnant Hindu daughter-in-law.
The interfaith marriage displayed in the advertisement setup is what triggered the anger in a lot of people which resulted in a backlash and start of the hashtag boycott Tanishq by more than 17000 people (on twitter).
Many people on the site accused the jewellery brand of promoting ‘love jihad and ‘fake secularism’ through the advertisement. ‘Love jihad’ is a term coined by Hindu extremist groups, referring to an alleged campaign by Muslims to convert Hindu girls in the guise of love.
The advertisement by Tanishq promoted a new jewellery line called ‘Ekatvam‘.
The 45-second advertisement was taken off the YouTube soon after the backlash. The description of the video on YouTube notes, “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.”
While there were many people against the idea of this advertisement, some sided with the company by conveying that the advertisement just aims to promote harmony.
The video has got more dislikes than likes on YouTube, with more than 2,000 people disliking the video and only 545 people liking it. The comments section has been disabled.