The 45-second advertisement by Tanishq shows a Muslim family celebrating a traditional South Indian baby shower ceremony for a pregnant daughter-in-law. This combination of caste and tradition has given rise to #BoycottTanishq on the internet.
More than 17,000 people tweeted with the hashtag #BoycottTanishq. They demanded to ban the advertisement and boycott the jewellery brand.
The advertisement was released on 9th October. Watch the ad below:
The description of the video on YouTube also 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.”
The video has been disliked by more than 2,000 people while only 545 people liked it. Netizens are accusing Tanishq of promoting ‘love jihad’ and ‘fake secularism’ through the advertisement.
What #tanishq is showing – HINDU girl 100% safe in Muslim house
What actual happening – Hindu Girl trapped in love jihad and get killed.
Hindu girls are 0% safe in other religion houses. So Don’t go by this sick company mindset 🙏#BoycottTanishq
— My Name is sanghi🚩 (@bagga_daku) October 12, 2020
The meaning of ‘Love jihad’ is to convert Hindu girls in the guise of love. This term was coined by some Hindu fundamentalist groups.
— Hardik Bhavsar (@Bittu_Tufani) October 12, 2020
— Akshita Singh| भिंडी और करेला Stan Acc (@THaT_wAckY_GirL) October 12, 2020
We don’t know whether this #BoycottTanishq makes any sense but we would like you to answer this for us. Share and comment your opinion on whether Tanishq is really promoting ‘fake secularism’ or whether Indian brands have taken a liberal pathway to walk upon.