jewelry

India’s Tanishq jewelry pulls interfaith ad amid Hindu outrage

But just days after the ad aired, Tanishq, the jewelry company, pulled it from all platforms following a flood of angry calls from Hindu nationalists on social media to boycott the brand, including by members of the ruling Bharatiya Janata Party or the BJP.

Kothapalli Geetha, a former legislator of the BJP called the ad “highly objectionable” for “normalizing love jihad.” Love jihad is a conspiracy theory espoused by right-wing Hindu activists that Muslim men are engaged in a deliberate effort to convert Hindu girls through marriage. A law enforcement probe in 2018 into 11 interfaith marriages found no evidence of coercion.

A prominent right wing lawyer also shared the details of a Muslim employee of the company on Twitter, a move known as doxing, calling on his followers to “expose” Tanishq and make them apologize.

It is the latest instance of the bitter religious divide sweeping India

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jewelry

India’s Tanishq pulls jewelry commercial featuring interfaith couple after backlash

The 45-second advertisement for the “Ekatvam (Unity) — the beauty of oneness” collection showed a Muslim family throwing a traditionally South Indian Hindu baby shower for their pregnant Hindu daughter-in-law.

The daughter-in-law says, “But these rituals aren’t celebrated in your home,” and the mother-in-law replies, “But the ritual of making daughters happy is in every home.”

The hashtag “BoycottTanishq” began trending in India after the Tata Group jewelry brand posted the ad at the weekend.

Tanishq removed the commercial from all platforms Monday, later telling CNN that the film had sparked “divergent and severe reactions, contrary to its very objective.”

Some people on social media called for Tanishq to apologize for running the commercial.

Several called the ad “Love Jihad” — a reference to an Islamophobic theory that claims that Muslim families try to convert Hindu women to Islam under the pretext of love and marriage.

“This advert is wrong
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jewelry

Jewelry Ad Featuring Interfaith Couple Sparks Outrage in India

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

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