Jewelry brand Tanishq has withdrawn its advertisement for Ekatam (Onesi) jewelry line after it was allegedly trolled online. The 45-second ad featured a Muslim family celebrating the traditional South Indian baby shower ceremony for their pregnant daughter-in-law. Though Tanishq has not released a statement, this move has divided social media into two separate camps.
Kangana Ranaut was one of the Bollywood actors who shared her views on the advertisement, claiming that it glorified “love jihad and sexism“. On the other hand, actress Richa Chadha found the advertisement to be ‘beautiful‘. Divya Dutta, whose voice has been used in advertising, also wrote on Twitter, “Yes this is my voice. It is sad that it blew up. I loved it.”
The advertisement was released on 9 October. This reportedly led to the hashtag #BoycottTanishq to glorify ‘Love Jihad‘. In the past, Kangana, who calls herself a ‘devotee‘, also shared feelings. “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.”
“In another tweet, she wrote, “This advert is wrong on many levels, Hindu bahu is living with the family for a significant amount of time but acceptance happens only when she is carrying their heir. So what is she just a set of ovaries? This advert does not only promote love-jihad but also sexism #tanishq.”