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‘Ekatvam’ Campaign Intends To Celebrate Beauty Of Oneness During These Challenging Times: Tanishq

New Delhi:  Tanishq by Titan has been slammed by Twitterati for withdrawing the advertisement for a jewellery range which showed an inter-faith marriage. Today, a Tanishq store in Gujarat’s Kutch district received threat calls amid the advertisement row. On Tuesday, Tanishq and the Tata group were being slammed for cowering to social media pressure and withdrawing the ad. Some twitterati had linked the Tanishq ad to love jihad.

Amid the slur and threats, the popular jewellery brand came up with a clarification. In a Twitter post, Tanishq stated:

“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 oneoness. This film has stimulated divergent and severe reactions, contrary to its very objective. We are deeply saddened with the inadvertet stirring of emotions and withdraw the film keeping in mind the hurt sentiments and well being of our employees, partners and store staff.”

On Monday, Tanishq was facing BoycottTanishq calls on social media after it released the ad showing a Hindu-Muslim couple. #BoycottTanishq was top trending on #Twitter. More than 19,000 people tweeted calling for a ban on the advertisement and the jewellery brand.

Congress MP Shashi Tharoor said, “So Hindutva bigots have called for a boycott of @TanishqJewelry? for highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim “ekatvam” irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity in the world — India?”.

While launching the Ekatvam range, Titan had highlighted the theme of Oneness. “Each jewel from #EkatvamByTanishq, is meticulously crafted using art forms from across the country. Over 1,000 Karigars have spent countless hours creating these jewels that are a captivating ode to the beauty of oneness.”.

Former BJP ideologue Sudheendra Kulkarni said, “#Tanishq retreat is a victory for intolerance. Each such victory will make them more intolerant. We must safeguard India’s pluralism”.

Raj Nayak, media maven said, “This is really sad! How can a brand as strong as Tanishq from the House of Tata’s chicken out based on trolls? In fact the trolls were helping you get more visibility for your ad.”

(with inputs from IANS)


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