An innocuous ad dubbed ‘love jihad’! Tanishq chickens out after trolls! Sad, says VIACOM CEO!

It was a matter of religious twist to an innocuous ad and a strong brand such as Tanishq bowing down to the trolls and removing the ad. People are astonished both at the fanaticism and also at the cowardly and unwarranted act of Tanishq! Hence, many strong-minded celebrities have spoken against the trolls and felt sad that Tanishq decided to bow down to the online nonsense!

The new  ad of Tanishq, the famous jewelry brand

Tanishq is the famous jewelry brand of the House of Tatas. In order to promote its new jewelry brand called Ekatvam, the company released a new ad on 9 October 2020. The video was of 45 seconds duration.  In it was a Muslim family making preparations for a traditional South Indian baby shower for their daughter-in-law who was Hindu. In the description of this YouTube ad video, the brand put these words:

“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.”

Tanishq’s new collection [Source: Times Now]
Little did they know that this simple ad would be heavily trolled online.

The trolls for the innocuous ad

No sooner was this ad released, several social media users called for a ban of the ad. Moreover, they also asked people to boycott the company Tanishq. The people who trolled the ad included authors such as Shefali Vaidya and Sanjay Dixit. Additionally, the video got more dislikes than likes. 2000 people disliked it and only 500 liked it. Also, people dubbed it as Love Jihad. The radical Hindu groups of India coined this term to accuse Muslim men of conspiracy  to convert Hindu women after they marry them!!!

Tanishq trolled for a secular simple ad [Source: Franchise India]
The innumerable and non-ending trolls forced the company to disable the comments section of the ad. On Monday 12 October 2020, #BoycottTanishq was the top trend. After this severe backlash, the company first made the link to the video private on 12 October and ultimately pulled down the ad the next day. So fanaticism won!!!

The lament of the pro-unity celebrities

Secular-minded celebrities were neither in favor of nor happy with Tanishq pulling down the ad. Therefore, communications strategy consultant Karthik Srinivasan tweeted:

“Tanishq has officially withdrawn their ad after being trolled viciously. Here’s why this is a very sad state of affairs, and context from other such ads that were trolled (and some, withdrawn)

Similarly, 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?”

Additionally, the former CEO of Viacom and currently managing director of House of Cheer Networks Raj Nayak lamented:

“This is really sad! How can a brand as strong as Tanishq from the House of Tata’s chicken out based on trolls?”

Image and communications consultant Dilip Cherian felt that the brand did an unwarranted move and bowed down unnecessarily.

The jewelry brand has yet to give its statement on the whole matter!

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Source: Greater Kashmir, Twitter