New Delhi: An advertisement by Titan Group’s Tanishq Jewellery featuring an interfaith married couple has received severe backlash on Twitter, with ‘#BoycottTanishq’ among the top trends Monday.
More than 17,000 people tweeted with the hashtag calling for a ban on the advertisement and a boycott of the jewellery brand.
The advertisement, which was released on 9 October, shows a Muslim family preparing a traditional Hindu baby shower for their pregnant Hindu daughter-in-law.
Several users on the site accused the jewellery brand of promoting ‘love jihad and ‘fake secularism’ through the advertisement.
Following the backlash the YouTube link for the ad was made private, making it unavailable for people to view it.
‘Love jihad’ is a term coined by Hindu fundamentalist groups to refer to an alleged campaign by Muslims to convert Hindu girls in the guise of love.
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
— Prince Tiwary 🇮🇳 (@pkt_india) October 12, 2020
ThePrint reached Tanishq’s public relations officer for a comment via email but did not receive a response till the time of publishing of this report.
Promotion for new jewellery line
The advertisement by Tanishq promoted a new jewellery line called ‘Ekatvam‘.
In the 45-second advertisement, members of a Muslim family can be seen celebrating a traditional Hindu ceremony for their daughter-in-law who appears to be a South Indian.
The ceremony is called Seemantham or Valaikaapu where first-time mothers or recently-expecting mothers are given gold ornaments and food, and at times sandalwood is applied on their hands and faces, to pray for her safe delivery and happy life. It is typically celebrated in Andhra Pradesh, Tamil Nadu, Karnataka and Telangana.
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 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.
In the past, a Surf excel advertisement had also received backlash after it sought to promote its brand showing Hindu-Muslim harmony. Those criticising the advertisement called it “Hindu-phobic” and that it promoted “love jihad”.