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#BoycottTanishq trends after jewellery brand shows Hindu-Muslim couple in new ad

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In the latest outrage on social media, Tanishq, a popular jewellery brand, has been mired in a controversy following their newly released advertisement.  The advertisement is on a Hindu-Muslim couple.

In the jewellery brand’s advertisement, a Hindu woman who is married into a Muslim family is set for her baby shower. Her in-laws are shown to have gone great lengths to make their Hindu daughter-in-law feel comfortable– by performing Hindu rituals.


And just like everything else, the cancel culture brigade has come together– they now want the jewellery brand to banned. Boycott Tanishq is now one of the top trends on Twitter.

The description of the Tanishq commercial reads: 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.

Tanishq has in recent years, rolled out television commercials to promote new jewellery designs often portraying the evolving facets of the modern Indian women. This, however, didn’t go well with many Indian audiences.

The #BoycottTanishq group took to Twitter to trend the hashtag as they outrage alleging that the ad promotes ‘love jihad’ and was anti-Hindu in sentiments.

Some, however, defended the idea behind the commercial and said that the commercial is only trying to promote harmony and doesn’t have any other intention behind it.

‘Love Jihad’  is a conspiracy theory that alleges that Muslim men target women belonging to non-Muslim communities in order to convert them to Islam by feigning love and marrying them. The commercial is a part of Tanishq’s current festive season’s collection ‘Ekatvam’.