Trolled by Rightwing for Depicting Mixed-Community Home, Jewellery Brand Tanishq Pulls Ad
New Delhi: Tanishq, the jewellery brand that has been on the receiving end of hatred by a section of social media users since its new ad showing a mixed-community household was released, has withdrawn the ad film, according to reports.
The ad shows a north Indian family, ostensibly Muslim, organising Kerala’s famous ‘pulikudi’ ritual for their pregnant Malayalee daughter-in-law, presumably Hindu.
The short ad shows a house bustling with members decorating it and preparing the tamarind drink that is at the centre of the Kerala ritual.
In the end, the daughter-in-law is touched and remarks aloud to her mother-in-law, “But this ritual is not normally followed in your house, is it?”, indicating her surprise that they put it together just for her. To this, the Muslim mother-in-law says that the ritual they are following is of keeping daughters happy.
Through Monday, the hashtag #BoycottTanishq was used my rightwing activists who took offence to the portrayal of a Hindu woman in a Muslim house. Some, quite oblivious to the regional dimension of the ad, reduced it to religion and demanded a reversal of the fictional religious identities.
‘Scam 1992’: Bulls, Bears and the Shadow World of High Finance
In fact, the pulikudi ritual, common in the Nair community in Kerala, is organised precisely to celebrate a daughter-in-law’s first pregnancy.
Rightwing portals ran items comparing this depiction of an interfaith marriage with the Sangh parivar’s coinage, “love jihad” – a concocted phrase used to describe an imaginary Muslim conspiracy to convert unsuspecting Hindu women to Islam.
Tanishq is a division of Titan, a company promoted by the Tata Group in collaboration with the Tamil Nadu Industrial Development Corporation. The featured campaign, lauded in equal measure as a mark of united India, is called ‘ekatvam’, which literally translates to ‘oneness’.
Courtesy : The Wire