Tanishq Withdraws Controversial ‘Ekatvam (Oneness)’ Advertisement

Tanishq Withdraws Controversial 'Ekatvam (Oneness)' Advertisement

Recently, Tanishq launched its ‘Ekatvam (Oneness)’ advertisement which later was pulled off by it. The advertisement was brutally trolled online as it showed a traditional South Indian pregnant daughter-in-law’s baby shower ceremony in a Muslim family. The ad runs for 45 seconds.

Tanishq has not yet released any official statement but, pulling the advertisement has divided social media into two different groups.

Several Bollywood actors too shared their thoughts over the ad. Kangana Ranaut felt that the advertisement glorified sexism and love jihad. However, actor Richa Chadha felt differently and found the ad beautiful.

The voice used in the advertisement is of Divya Dutta. She wrote on Twitter, “Yes it’s my voice. It s sad it’s taken off air. I loved it.”

On October 9 the advertisement was released. After the advertisement was released, the hashtag #BoycottTanishq surfaced on social media for glorifying love jihad.

Kangana, who has in the past called herself a ‘bhakt’, also shared the sentiment. “The concept wasn’t as much a problem as the execution was, the fearful Hindu girl apologetically expressing her gratitude to her in-laws for the acceptance of her faith, Isn’t she the woman of the house? Why is she at their mercy? Why so meek and timid in her own house? Shameful.”

In another tweet, she wrote, “This advert is wrong on many levels, Hindu bahu is living with the family for a significant amount of time but acceptance happens only when she is carrying their heir. So what is she just a set of ovaries? This advert does not only promote love-jihad but also sexism #tanishq.”

Other voices in the industry, however, shared their support for the advertisement. Advertisement for brands is known for raising questions on stereotypes and to show independent women who speak their mind. Sadly, Tanishq’s beautiful messaged advertisement was destroyed by trollers.


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