On Monday 12th October, '#BoycottTanishq' trended the top on Twitter in regard to an advertisement that Titan Group’s Tanishq Jewellery recently posted on Youtube. More than 17,000 people tweeted with the hashtag calling for a ban on the advertisement and a boycott of the jewellery brand.
The advertisement, which was released on October 9, shows a Muslim family preparing a traditional Hindu baby shower for their pregnant Hindu daughter-in-law. Several users on the site accused the jewellery brand of promoting 'love jihad' and ‘fake secularism’ through the advertisement. It is an alleged activity that is aimed to humiliate and disrepute Hindus(People who follow Sanaatan Dharma).
‘Love Jihad’ is a term that refers to a campaign run by Muslim men to convert Hindu girls into Islam in the guise of love.
Tanishq jewellery's 'Ekatvam' series' ad projects a fictional 'interfaith' union, a Muslim family, a Hindu daughter-in-law being allowed to do a Hindu ritual.
— Sanjay Dixit ಸಂಜಯ್ ದೀಕ್ಷಿತ್ संजय दीक्षित (@Sanjay_Dixit) October 12, 2020
Nothing but promotion of love jihad on the same day Rahul Rajput was killed #BoycottTanishq https://t.co/QD46Sa32fB
Promotion for New Jewellery Line
The advertisement by Tanishq promoted a new jewellery line called ‘Ekatvam‘.
In the 45-second advertisement, members of a Muslim family can be seen celebrating a traditional Hindu ceremony for their daughter-in-law who appears to be a South Indian.
The ceremony is called Seemantham or Valaikaapu where first-time mothers or recently-expecting mothers are given gold ornaments and food, and at times sandalwood is applied on their hands and faces, to pray for her safe delivery and happy life. It is typically celebrated in Andhra Pradesh, Tamil Nadu, Karnataka and Telangana.
The description of the video on YouTube also notes, “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 has been disabled to hide the valid criticism it received from the viewers. The video has also been made private.
In the past, a Surf Excel advertisement had also received backlash after it sought to promote its brand showing Hindu-Muslim harmony. Those criticising the advertisement called it “Hindu-phobic” and that it promoted “love jihad”.
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