On Tuesday, Tanishq, one of India’s top jewelry brands, removed a short advertisement film which was released as part of its “Ekatvam” (Oneness) campaign, after a public backlash.
The ad showed a Muslim family organizing a baby shower ceremony for their pregnant Hindu daughter-in-law.
In a statement, the brand, which is owned by the Tata Group, one of India’s largest conglomerates, said that it withdrew the ad “keeping in mind the hurt sentiments and well being of our employees, partners and store staff.”
Tanishq didn’t reveal whether its employees had received threats following the release of the ad.
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Tanishq buckles under criticism
Tanishq was trolled on social media after the ad’s release and accused of “promoting” inter-faith marriages.
Several users trended the hashtag #BoycottTanishq on Twitter and accused the brand of promoting “love jihad”, a campaign that accuses