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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