The renowned jewellery franchise Tanishq, part of the Titans Group, has had to withdraw an advertisement being criticised severely on social media. The ad shows a multi-religious baby shower that was taken as a symbol of ‘love jihad’ by many people, while another group of people resented these posts, which they stated were hypocritical and full of hate.

Earlier on October 12, ‘#BoycottTanishq’ had been a huge trend on Twitter, though the ones speaking against this said that people should not be continuing the boycott campaign this way as it was against the whole idea of boycotting.

In the advertisement, a pregnant woman wearing a sari can be seen accompanied by an older woman, whom she refers to as her mother, to a baby shower. The older woman says, at the end of the video, that it is custom in each household to keep daughters happy. The advertisement video was removed because of the harsh criticism faced by Tanishq.

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Shashi Tharoor, an MP of Congress, tweeted that “Hindutva bigots” have been trying to boycott Tanishq Jewelry for showcasing unity between Hindus and Muslims through this beautiful ad. He wrote that if Hindu-Muslim “ekatvam” is too offensive for them, then why not boycott India, as it is the longest-lasting symbol of Hindu-Muslim unity in the world.

Abhishek Singhvi, another MP of Congress, also wrote against the ones condemning Tamishq because of the ad. Shamina Shafiq, a former member of the National Commission of Women, referred to the ones speaking against Tanishq as trolls and thanked them for making her notice the “beautiful #tanishq ad”.

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