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