After the release of its 45-second commercial depicting a pregnant Hindu woman being guided by her Muslim mother-in-law towards a baby shower, jewelry brand Tanishq became the latest victim of advertisements that stir up controversies and, inevitably, see brands subjected to intense criticism on social media platforms.
When the daughter and her mother-in-law arrive at the party, the daughter turns to her in-laws and asks, “These kinds of rituals are not generally held in your home, are they?” And he answers her, “Isn’t it a tradition to keep girls happy everywhere?”
She married into a family that loves her like their own child, according to the YouTube commentary for an advertisement for Tanishq’s new collection, Ekatvam (oneness), which was likely released to cash in on the holiday season. They make an extra effort to commemorate the event specifically for her. It’s a stunning example of the harmonious blending of two culturally distinct faiths and customs.
In spite of this, hundreds of Indian internet users took to Twitter and other social media to voice their disapproval. Afterward, Tanishq made the advertisement private on YouTube before removing it entirely. On Monday afternoon, the YouTube video had over 2,000 dislikes and only 500 likes, and the hashtag #BoycottTanishq had begun trending within hours of the ad’s publication.
The brand immediately swiftly removed the comments section. A lot of people took issue with the ad because it seemed to advocate for interfaith marriage, which is a contentious topic. People were also confused by the fact that the daughter was Hindu and she was marrying into a Muslim family.
Actress Kangana Ranaut, who has made a name for herself with her outspokenness and controversial views, also claimed that the ad promoted sexism, warning, “As Hindus, we need to be absolutely conscious of what these creative terrorists are injecting into our subconscious, we must scrutinize, debate, and evaluate what is the outcome of any perception that is fed to us, that is the only way to save our civilization.”