<p>Titan Group&rsquo;s jewellery brand Tanishq recently released a commercial to promote its new collection 'Ekatvam' which means union.</p>
<p>The video is set in the backdrop of the baby shower of a Hindu woman married into a Muslim family. It shows how she gears up for the function and her in-laws treat her with utmost care and respect.</p>
<p>However, this did not go down well with a section of the Twitterati who soon started accusing Tanishq of promoting love-jihad. #Boycott Tanishq started trending across social media platforms mainly on Twitter.</p>
<blockquote class="twitter-tweet">
<p lang="en" dir="ltr">.<a href="https://twitter.com/TanishqJewelry?ref_src=twsrc%5Etfw">@TanishqJewelry</a> :<br /><br /> Why are you showing a Hindu "daughter in law" to a muslim family and glorifying it?<br /><br />Why dont you show a Muslim daughter in law in your ads with a Hindu family?<br /><br />Look like you are promoting <a href="https://twitter.com/hashtag/LoveJihad?src=hash&amp;ref_src=twsrc%5Etfw">#LoveJihad</a> &amp; favouring a particular Faith only...<a href="https://twitter.com/hashtag/BoycottTanishq?src=hash&amp;ref_src=twsrc%5Etfw">#BoycottTanishq</a></p>
&mdash; khemchand sharma #IStandWithFarmersBill (@SharmaKhemchand) <a href="https://twitter.com/SharmaKhemchand/status/1315498138212298752?ref_src=twsrc%5Etfw">October 12, 2020</a></blockquote>
<script charset="utf-8" type="text/javascript" src="https://platform.twitter.com/widgets.js"></script>
<p>Owing to the incessant trolls, Tanishq had to take down the commercial which divided the internet further, with once section appreciating the move and another asking &lsquo;what has happened to us?&rsquo;</p>
<p>Many famous politicians, writers, and social commentators weighed into the incident. Sharing the commercial on his social media profiles Shashi Tharoor wrote: So Hindutva bigots have called for a boycott of Tanishq jewellery for highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim &ldquo;ekatvam&rdquo; irks them so much, why don&rsquo;t they boycott the longest surviving symbol of Hindu-Muslim unity in the world -- India?</p>
<p lang="en" dir="ltr">I wonder what Mahatma Gandhi would have said about <a href="https://twitter.com/hashtag/Tanishq?src=hash&amp;ref_src=twsrc%5Etfw">#Tanishq</a> ad?<br /><br />A man who we call father of the nation, a man who we think is so important we print him on every currency note to remind ourselves of him, a man who helped create India.<br /><br />I wonder why we don't listen to him anymore?</p>
<p>&mdash; Chetan Bhagat (@chetan_bhagat) <a href="https://twitter.com/chetan_bhagat/status/1315901531770691586?ref_src=twsrc%5Etfw">October 13, 2020</a></p>
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<blockquote class="twitter-tweet">
<p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/tanishq?src=hash&amp;ref_src=twsrc%5Etfw">#tanishq</a> made a lovely ad. Sad that a group as powerful as TaTa should cave in to a Twitter and social media hate trend. They would be so much more if they withstood the hate. Feet of clay it turns out.</p>
&mdash; Saba Naqvi (@_sabanaqvi) <a href="https://twitter.com/_sabanaqvi/status/1315886169591148544?ref_src=twsrc%5Etfw">October 13, 2020</a></blockquote>
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<blockquote class="twitter-tweet">
<p lang="en" dir="ltr">This is really sad! How can a brand as strong as Tanishq from the House of Tata's chicken out based on trolls? In fact the trolls were helping you get more visibility for your ad. <a href="https://twitter.com/hashtag/Tanishq?src=hash&amp;ref_src=twsrc%5Etfw">#Tanishq</a> <a href="https://twitter.com/hashtag/Advertising?src=hash&amp;ref_src=twsrc%5Etfw">#Advertising</a> . <a href="https://t.co/kNiuvJunUu">https://t.co/kNiuvJunUu</a></p>
&mdash; Raj Nayak (@rajcheerfull) <a href="https://twitter.com/rajcheerfull/status/1315852848140218368?ref_src=twsrc%5Etfw">October 13, 2020</a></blockquote>
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<blockquote class="twitter-tweet">
<p lang="en" dir="ltr">What a lovely ad is being trolled. What&rsquo;s happening to us?</p>
&mdash; Harsh Goenka (@hvgoenka) <a href="https://twitter.com/hvgoenka/status/1315693432384352257?ref_src=twsrc%5Etfw">October 12, 2020</a></blockquote>
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<blockquote class="twitter-tweet">
<p lang="en" dir="ltr">People are trending <a href="https://twitter.com/hashtag/BoycottTanishq?src=hash&amp;ref_src=twsrc%5Etfw">#BoycottTanishq</a> as if they buy jewelry from them on daily basis.</p>
&mdash; Sandeep Singh (@sandeep90s) <a href="https://twitter.com/sandeep90s/status/1315464833630785539?ref_src=twsrc%5Etfw">October 12, 2020</a></blockquote>
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The video is set in the backdrop of the baby shower of a Hindu woman married into a Muslim family.  

Tanishq takes down ad on interfaith couple amid social media outrage

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Tanishq takes down ad on interfaith couple amid social media outrage

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