An Indian jewelry brand withdrew an advertisement featuring an interfaith couple after Hindu nationalists accused the company of “love jihad,” a pejorative used to describe marriage between Muslim men and Hindu women in India.
The forty-three second ad, released last week, featured a pregnant woman in a sari, making her way through a luminous home to a garden prepared for her baby shower. The advertisement, since removed from Facebook and YouTube, was described by the jeweler, Tanishq, as a “beautiful confluence of two different religions, traditions and cultures,” reported the BBC. It was meant to promote a new jewelry collection called “Ekatvam,” a Sanskrit word that translates as “oneness.”
“Beautiful things happen when people come together,” reads a description on the company’s website, including the slogan: “The beauty of oneness. One as humanity. One as a nation.”
But on social media, the ad quickly created fault lines, and #BoycottTanishq soon