The film starts with the Baby Shower of the daughter-in-law who is a Hindu married into a Muslim family. The film’s narrative is around interfaith marriage. It is a beautiful AD, but it created a huge divide among the netizens and facing public ire on Social Media.
The Ad has received both brickbats and bouquets but a certain section of netizens have termed the ad as promoting ‘love jihad’. Many have also said why can’t Tanishq reverse the AD? The Titan stock fell by 2.5% after the #BoycottTanishq and the Company’s Market Cap dropped by Rs. 2700 Cr.
Ramesh Narayan, says, ‘I see the Tanishq advertisement as a symbol of national integration. Something that binds, not separates. It is unfortunate that a section of people have not taken it in that spirit’.
Ashish Khazanchi, Managing Partner, Enormous, said, ‘It is unfortunate at so many levels beyond even advertising. The fact that an ad had to face this kind of wrath should be worrying for the industry and the country. This industry has in its own ways contributed to the oneness of this country. It always made me immensely proud that this industry has done ‘mile sur mera tumhara’ and ‘desh raag’, which made everyone feel proud to be a part of this glorious country. Inclusiveness was nearly taken for granted by the countrymen. And celebrated by brands such as Tata’s, Bajaj, Cadbury’s etc. The fact that the direction of that narrative itself is challenged will have consequences on who we are as a people’.
Moreover, The Advertising Standards Council of India (ASCI) has also received a complaint against the Tanishq advertisement, stating it to be objectionable since it promoted communal intermingling.
The advertisement in question was viewed at ASCI by an independent multi-stakeholder panel- The Consumer Complaints Council, which balances viewpoints from industry, civil society, lawyers, consumer activists as well as domain experts. This panel was unanimous that nothing in the advertisement was indecent or vulgar or repulsive, which is likely in the light of generally prevailing standards of decency and propriety, to cause grave and widespread offence. The complaint was not upheld, as the advertisement did not violate the ASCI codes of honesty, truthfulness, and decency in advertising. Therefore ASCI has expressed that it has no objection to the airing of this advertisement, should the advertiser choose to do so.
Tanishq has now pulled down the AD and have issued a statement, Tanishq Spokesperson regarding the Ekatvam campaign- “The idea behind the Ekatvam campaign 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. This film has stimulated divergent and severe reactions, contrary to its very objective.
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.”
— Tanishq (@TanishqJewelry) October 13, 2020
Unfortunately today Social Media has got into bullying tactics, be it positive or negative. If the Ad had shown the reverse what would have been the reaction then, is a question to be asked.
The concept wasn’t as much a problem as the execution was,the fearful Hindu girl apologetically expressing her gratitude to her in-laws for the acceptance of her faith, Isn’t she the woman of the house? Why is she at their mercy? Why so meek and timid in her own house? Shameful. https://t.co/LDRC8HyHYI
— Kangana Ranaut (@KanganaTeam) October 12, 2020
As a TATA group company, expected #Tanishq to be fairer and braver. If you have done nothing wrong, if you have shown something beautiful about our country, don't get bullied. Be Indian. Be strong.
— Chetan Bhagat (@chetan_bhagat) October 13, 2020
The best thing for #tanishq to do now is to release the reverse of the earlier ad with a Muslim daughter-in-law being showered with love in a hindu household and let all Bigots be shown how a message of communal harmony should really be accepted.
— Shivani Gupta (@ShivaniGupta_5) October 13, 2020
Why brands turn all preachy and that too suddenly when the Hindu festive season comes along? Give us a break ya. Sell your products. People buy them only for the price and quality. Not for your woke lecture #tanishq #TanishqJewelry #TanishqAd
— Smita Deshmukh (@smitadeshmukh) October 13, 2020
#tanishq made a lovely ad. Sad that a group as powerful as TaTa should cave in to a Twitter and social media hate trend. They would be so much more if they withstood the hate. Feet of clay it turns out.
— Saba Naqvi (@_sabanaqvi) October 13, 2020