Boycott Tanishq trends on Twitter after latest ad on interfaith marriage

More than 17,000 people tweeted with #BoycottTanishq calling for a ban on the advertisement and a boycott of the jewellery brand.


Ahead of the festive season, Tata Group's jewellery brand Tanishq, rolled out its latest commercial with a narrative around interfaith marriage.

More than 17,000 people tweeted with the hashtag calling for a ban on the advertisement and a boycott of the jewellery brand. The video shared across social media platforms, shows a Hindu woman, married into a Muslim family, all set for her baby shower. Her in-laws decide to replicate all the traditions as per Hindu customs.

The description of the video on YouTube also states, “She is married into a family that loves her like their own child. Only for her, they go out of their way to celebrate an occasion that they usually don’t. A beautiful confluence of two different religions, traditions, cultures.”

The video has got more dislikes than likes on YouTube, with more than 2,000 people disliking the video and only 545 people liking it. The comments section for the video has been disabled.

The advertisement didn’t sit well with a section of Twitter, many touting it as ‘love jihad’. This led to Twitter trending the hashtag #BoycottTanishq.

‘Love jihad’ is a term coined by Hindu fundamentalist groups, referring to an alleged campaign by Muslims to convert Hindu girls in the guise of love.  The term was coined after initial cases of conversion emerged in Kerala and subsequently Karnataka. Several users accused the jewellery brand of promoting ‘love jihad and ‘fake secularism’ through the advertisement. 

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tanishq jewellery festive season advertisement

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