Tanishq ‘deeply saddened’ by reactions to ad: Kangana Ranaut claims it promotes ‘love jihad’, Swara Bhasker rues ‘fragile spine’

Updated on Oct 14, 2020 08:16 AM IST

As Tanishq ad for its new jewellery collection was pulled off, actors Kangana Ranaut and Richa Chadha have shared their thoughts on the commercial.

Tanishq ad withdrawn: Kangana Ranaut and Richa Chadha have shared their divergent viewpoints on the ad.
Tanishq ad withdrawn: Kangana Ranaut and Richa Chadha have shared their divergent viewpoints on the ad.
By, New Delhi

Jewellery brand Tanishq has reportedly pulled its ad for Ekatvam (Oneness) jewellery line after being viciously trolled online. The 45-second ad featured a Muslim family celebrating a traditional South Indian baby shower ceremony for their pregnant daughter-in-law.

Tanishq in a statement said that it pulled the ad “keeping in mind... the well-being of our employees, partners and store staff.” The statement read: “The idea behind the Ekavatam 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.”

Kangana Ranaut was among the Bollywood actors who shared her thoughts on the ad, and claimed that it glorified “love jihad and sexism”. Actor Richa Chadha, on the other hand, found the ad ‘beautiful’. Divya Dutta, whose voice has been used in the ad, also wrote on Twitter, “Yes it’s my voice. It s sad it’s taken off air. I loved it.”

Tanishq ad row: Watch what Shashi Tharoor, Kangana Ranaut & others said





The advertisement was released on October 9. It immediately led to the hashtag #BoycottTanishq for reportedly glorifying ‘love jihad’. Kangana, who has in the past called herself a ‘bhakt’, also shared the sentiment. “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 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.”

However, other voices in the industry shared their support for the ad. Ads for the brand are known for questioning stereotypes and showing independent women who speak their mind.

“Such a massive company, such a fragile spine,” wrote actor Swara Bhasker on Twitter. Author Chetan Bhagat commented, “Dear #tanishq, most people attacking you can’t afford you anyway. And given where their thinking will take this economy, they soon won’t have jobs and hence definitely won’t able to buy anything from #tanishq in the future too. Don’t worry about them.”

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