Byline by – Vinayak Heliwal
Titan Group’s Tanishq, a popular jewellery brand, has taken down its campaign ‘Ekatvam’ from all media platforms.
Tanishq has taken down a commercial advertisement video showcasing an interfaith baby shower after being brutally targeted by a section on social media who felt it’s promoted ‘love jihad’.
Following the backlash, the 45-second commercial, which was uploaded on YouTube, was made private, making it unavailable for people to view it.However many netizens condemned the bigotry and hate-filled posts pushing the boycott trend, calling it completely against the idea of India.
Meanwhile, Congress leader Shashi Tharoor came out in support of the ad and tweeted his opinion about the ad and slammed bigots for a boycott of Tanishq jewellery as a consequence of the commercial advertisement.
The ad is for Tanishq’s new collection, called Ekatvam, which means ‘oneness’. Each Jewel from #EkatvambyTanishq is meticulously crafted using art forms from across the country. Over the 1000 Karigars have spent countless hours creating these jewels that are a captivating ode to the beauty of oneness.
From attacking stereotypes to celebrating the spirit of emancipated young Indian women, Tanishq advertising has been always progressive and bold. Advertising experts believe the new campaign is in line with the brand’s core way of communicating with consumers.