14-10-2020

If Tanishq didn�t have the spine to stand strong, then why take the risk in the first place?

On Monday, 12 October, Twitter was flooded with #BoycottTanishq tweets. The trolls were targeting the jewellery brand for a particular advertisement that showed an interfaith marriage and a godh-bharai (baby shower) ceremony. Those trolling Tanishq claimed that the ad promoted 'love jihad.' Soon after the social media storm, Tanishq took down the video from all its social media platforms.

To release an ad like that, in today's 'intolerant' political environment, was a gamble to begin with. There's no way the marketing executives at Tanishq expected the advertisement to go unnoticed. Why then give in to the bullying and take the video down?

The 'Hindu-Muslim' issue is one of India's oldest fault lines. For Tanishq to centre an ad around the idea of Hindu-Muslim unity via an inter-faith couple is to make a bold, progressive statement. Tanishq didn't have to take that risk but it did and kudos to them for that. But by giving in to the social media trolling, they seem to have done more damage.