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"We are using the platform of IPL for the first time to create high decibel visibility. Apart from television, we're also on print, supported by a large digital presence. So we are going to town with this campaign," Arun Narayan, VP, category, marketing & retail, Tanishq, part of Titan Company Limited had said.
© Reuters
This was followed by one of the first ads for the Ekatvam campaign, which, if you've been following, witnessed a series of setbacks and now, unfortunately, the video has been pulled down by Tanishq.
Before we get into it if you haven't yet seen the advertisement, here's a glimpse.
So Hindutva bigots have called for a boycott of @TanishqJewelry for highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim “ekatvam” irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity in the world -- India? pic.twitter.com/cV0LpWzjda
— Shashi Tharoor (@ShashiTharoor) October 13, 2020 Now, the latest update on this is that Tanishq explained in a statement that they had made the decision to pull down the advertisement, “keeping in mind... the well-being of our employees, partners and store staff”.
The entire statement read:
“The idea behind the Ekavatam campaign is to celebrate the coming together of people from different walks of life, local communities, and families during these challenging times and celebrate the beauty of oneness,” the statement said. “This film has stimulated divergent and severe reactions, contrary to its very objective.”
© Tanishq
But why was the advertisement so controversial in the first place?
© Tanishq
The 45-second ad showcased a Muslim family celebrating a traditional South Indian baby shower ceremony for pregnant daughter-in-law. The advertisement received strong backlash on Twitter and YouTube with over 99.5k posts under the #BoycottTanishq hashtag which continues to trend today. Many accused the jewellery brand of promoting ‘love jihad and ‘fake secularism’ through the advertisement.
While 'Love jihad' is a term which is often thrown around, it has been, in fact, stated in the Parliament as a non-existent term by deputy Home Miniter under Amit Shah, G Kishan Reddy as of February 2020.
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This is a lot like the concept of the ‘tukde tukde gang’, another term used ever so often to pinpoint someone in the corner of shame in mainstream media when, in fact, the origin doesn't seem to make much sense.
The advertisement shows a kind of religious harmony which is both possible and needed in today's socio-political atmosphere. We all know people with inter-faith marriages that stand contrary to the concept of 'love jihad', in fact, positive representation like this only creates a space for dialogue. This advertisement is showing an instance that could be a reality of someone's life, in no way is it appearing to suggest that it is a norm or should be one.
© Tanishq
A counter-argument has been, 'why can't they reverse the scenario to show a Muslim bride in a Hindu household', however, interfaith ads have always been a subject to criticism, no matter the scenario. These include:
1. Close Up's 2018 advertisement showed two different interfaith couples in a series of advertisements that received backlash for propagating 'love jihad'. Close Up too ended up removing their ad too.
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© close up
2. The Surf Excel Holi 2019 advertisement too played with similar themes and was trolled. The advert, however, wasn't taken down.
3. Brooke Bond Red Label Ad from 2019 showcased the story of a Muslim idol maker and a Hindu buyer who reconciled their differences over a cup of tea.
4. The KBC launch advertisement from 2014 showcased a Muslim family helping a Hindu candidate during one of his rounds on KBC.
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