<p>Tanishq, a jewellery firm and arm of Tata-owned Titan Company, has unveiled a new brand proposition for its wedding exclusive sub-brand 'Rivaah - Jewel for every tradition'.<br />
<br />
The new proposition from Rivaah by Tanishq communicates the meaning and significance of every ritual and jewellery the bride wears.</p>

<p>Moreover, the Tata group brand is banking on the upcoming wedding season for demand revival.</p>

<p>Even as there is a general nervousness in the gems and jewellery industry about the Covid related restrictions in Maharashtra impacting the wedding season demand, Tanishq is betting big on the rest of the markets for wedding jewellery.</p>

<p>"The wedding season is going pretty strong, and there are a lot of (wedding) dates... we have already seen a lot of purchasing comments in the last quarter... Sure, Maharashtra has kind of announced a mini lockdown with retail stores being shut, so to that extent it has affected, but the rest of the country is kind of progressing. ...we'll have to wait and watch how it develops and evolves," Titan Company CEO Jewellery Division Ajoy Chawla told reporters at a virtual press briefing.</p>

<p>But so far it's localised to the specific cities and states where there is some kind of elaborate restrictions, but Tanishq is very hopeful and confident that the wedding season will bring a lot of customers, he added.</p>

<p>The share of wedding jewellery has been 21-22 per cent of the total sales of Tanishq, however, it varies from season to season, Chawla said.</p>

<p>"In quarter one, it is expected to be much larger because there are a lot of wedding dates. And also we know that from last year quarter one many weddings got deferred to quarter 3 quarter 4 and some of them all the way to quarter one this year. I said Rivaah is a sub-brand, it's a platform targeting the wedding segment, and under it we launched many collections from time to time," he stated.</p>

<p>He said even if some of the weddings do get deferred due to the restriction imposed due to the pandemic, that demand is not lost as it's going to come sooner or later.</p>

<p>On the occasion, Rivaah for Tanishq unveiled the new brand proposition of ''Jewel for every tradition'' for the millennial brides-to-be.</p>


Tanishq, a jewellery firm and arm of Tata-owned Titan Company, has unveiled a new brand proposition for its wedding exclusive sub-brand 'Rivaah - Jewel for every tradition'.

Tanishq, a jewellery firm and arm of Tata-owned Titan Company, has unveiled a new brand proposition for its wedding exclusive sub-brand 'Rivaah - Jewel for every tradition'. The new proposition from Rivaah by Tanishq communicates the meaning and significance of every ritual and jewellery the bride wears. Moreover, the Tata group brand is banking on the upcoming wedding season for demand revival. Even as there is a general nervousness in the gems and jewellery industry about the Covid related restrictions in Maharashtra impacting the wedding season demand, Tanishq is betting big on the rest of the markets for wedding jewellery. "The wedding season is going pretty strong, and there are a lot of (wedding) dates... we have already seen a lot of purchasing comments in the last quarter... Sure, Maharashtra has kind of announced a mini lockdown with retail stores being shut, so to that extent it has affected, but the rest of the country is kind of progressing. ...we'll have to wait and watch how it develops and evolves," Titan Company CEO Jewellery Division Ajoy Chawla told reporters at a virtual press briefing. But so far it's localised to the specific cities and states where there is some kind of elaborate restrictions, but Tanishq is very hopeful and confident that the wedding season will bring a lot of customers, he added. The share of wedding jewellery has been 21-22 per cent of the total sales of Tanishq, however, it varies from season to season, Chawla said. "In quarter one, it is expected to be much larger because there are a lot of wedding dates. And also we know that from last year quarter one many weddings got deferred to quarter 3 quarter 4 and some of them all the way to quarter one this year. I said Rivaah is a sub-brand, it's a platform targeting the wedding segment, and under it we launched many collections from time to time," he stated. He said even if some of the weddings do get deferred due to the restriction imposed due to the pandemic, that demand is not lost as it's going to come sooner or later. On the occasion, Rivaah for Tanishq unveiled the new brand proposition of ''Jewel for every tradition'' for the millennial brides-to-be.

Tanishq reinvents its wedding jewellery with 'Rivaah'

<p>Jewellery brand Tanishq has again run into a controversy with people trending #boycotttanishq once again to Twitter. This time the outrage is against the new Diwali ad featuring many known faces from the industry.&nbsp;</p>

<p>This outrage among a certain section on Twitter, comes after a <a href="https://www.wionews.com/entertainment/tanishq-pulls-down-new-advertisement-after-being-accused-of-promoting-love-jihad-334914">month of running into controversy</a>&nbsp;for showing inter-faith marriage. The new ad for the brand’s new collection, ‘Ekatvam by Tanishq’, <a href="https://www.wionews.com/entertainment/as-tanishq-pulls-down-its-advertisement-heres-a-look-back-at-other-similar-viral-ads-that-promoted-communal-harmony-335175">celebrates the oneness and togetherness</a> of different art forms. The new ad features Sayani Gupta along with Alaya, Neena Gupta and Nimrat Kaur, all celebrating the unique design of the collection.&nbsp;</p>

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<p style=" margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/CG4xkHVAD93/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank">Have always wanted to do a @tanishqjewellery Campaign Finally did this wonderful #ekatvambytanishq With the stunning @neena_gupta @nimratofficial @alaya.f Have you seen our hoardings yet? ☺️🤍🤍🤍 Make up for me by @eshwarlog Hair by @marcepedrozo #Repost @tanishqjewellery • • • • • • A stunning confluence of Karigari and design, each piece of jewellery from #EkatvamByTanishq is a picturesque reminder of the coming together of the human spirit. Shop the collection today and avail exciting offers*! *T&amp;C Apply . . #Tanishq #TanishqJewellery #TanishqWaliDiwali #HappyDiwali #GoldJewellery #Golden #IndianJewellery #TraditionalJewellery #India #TanishqJewels #Necklaces #EthnicJewellery #HandcraftedJewellery #VocalForLocal #IndianArtisans #uniquelyindian</a></p>

<p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by <a href="https://www.instagram.com/sayanigupta/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px;" target="_blank"> Sayani</a> (@sayanigupta) on <time datetime="2020-10-28T12:27:00+00:00" style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;">Oct 28, 2020 at 5:27am PDT</time></p>
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<p><br />
However, this time the offence has been taken by a line in the ad said by actor Sayani&nbsp;where she is promoting a cracker-free Diwali. The line, “Definitely no firecrackers, and I don't think anyone should light any firecrackers, but a lot of diyas, a lot of laughter hopefully and positivity.”, has not gone down with all and a section on Twitter is against such ‘schooling.’</p>

<p>The actor again took to Twitter on November 8 to promote a cleaner Diwali and wrote “This Diwali,instead of bursting a firecracker,use that 5, 20, 200, 2000 rupees,in buying a mithai or a dabba of sweets for someone who can't afford to buy it,buy them two diyas so they also feel like it's a special day. Do it.And see how You feel.”<br />
&nbsp;</p>

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<p dir="ltr" lang="en">This Diwali,instead of bursting a firecracker,use that 5, 20, 200, 2000 rupees,in buying a mithai or a dabba of sweets for someone who can't afford to buy it,buy them two diyas so they also feel like it's a special day.<br />
Do it.And see how You feel.<a href="https://twitter.com/hashtag/saynotofirecrackers?src=hash&amp;ref_src=twsrc%5Etfw">#saynotofirecrackers</a> <a href="https://twitter.com/hashtag/lightdiyas?src=hash&amp;ref_src=twsrc%5Etfw">#lightdiyas</a></p>
— Sayani Gupta (@sayanigupta) <a href="https://twitter.com/sayanigupta/status/1325361085226967043?ref_src=twsrc%5Etfw">November 8, 2020</a></blockquote>
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<p>This has sparked #BoycottTanishq trend again as C.T Ravi, BJP National General Secretary MLA from Chikkamagaluru Karnataka, wrote, “Why should anyone advice Hindus how to celebrate Our Festivals? Companies must focus on selling their products, not lecture us to refrain from bursting Crackers. We will light lamps, distribute sweets and burst green crackers. Please join us. You will understand Ekatvam.”<br />
&nbsp;</p>

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<p dir="ltr" lang="en">Why should anyone advice Hindus how to celebrate Our Festivals?<br />
<br />
Companies must focus on selling their products, not lecture us to refrain from bursting Crackers.<br />
<br />
We will light lamps, distribute sweets and burst green crackers. Please join us. You will understand Ekatvam. <a href="https://t.co/EfmNNDXWFD">https://t.co/EfmNNDXWFD</a></p>
— C T Ravi 🇮🇳 ಸಿ ಟಿ ರವಿ (@CTRavi_BJP) <a href="https://twitter.com/CTRavi_BJP/status/1325429172722757634?ref_src=twsrc%5Etfw">November 8, 2020</a></blockquote>
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<p>Many people supported the sentiment.&nbsp;<br />
<br />
&nbsp;</p>

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<p dir="ltr" lang="en">Who is <a href="https://twitter.com/hashtag/tanishq?src=hash&amp;ref_src=twsrc%5Etfw">#tanishq</a> to advice Hindus as how to celebrate diwali. Keep your advice to yourself and apply the same for your cheap publicity campaign.<br />
<br />
I request you all to <a href="https://twitter.com/hashtag/boycotttanishq?src=hash&amp;ref_src=twsrc%5Etfw">#boycotttanishq</a></p>
— Gaurav Goel (@goelgauravbjp) <a href="https://twitter.com/goelgauravbjp/status/1325681773313880065?ref_src=twsrc%5Etfw">November 9, 2020</a></blockquote>
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<p>&nbsp;</p>

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<p dir="ltr" lang="en">100% boycotting. <a href="https://twitter.com/hashtag/boycotttanishq?src=hash&amp;ref_src=twsrc%5Etfw">#boycotttanishq</a> <a href="https://t.co/37qZFejDcm">pic.twitter.com/37qZFejDcm</a></p>
— BK S (@BKairwarrior) <a href="https://twitter.com/BKairwarrior/status/1325486082272632835?ref_src=twsrc%5Etfw">November 8, 2020</a></blockquote>
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<p dir="ltr" lang="en">Why our CM announced firecrackers bursting in Diwali is as offence? Again he changed his mind and allowed us to bursting only green crackers.<br />
What the hell is this? Why only restrictions are made for Hindu's fests?</p>
— Twéétú (@Rajju_Shetty) <a href="https://twitter.com/Rajju_Shetty/status/1325509681914114048?ref_src=twsrc%5Etfw">November 8, 2020</a></blockquote>
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<p dir="ltr" lang="en">Unite toh baad mein karna <a href="https://twitter.com/TanishqJewelry?ref_src=twsrc%5Etfw">@TanishqJewelry</a> pehle apna Brand bacha lo😂<br />
Deleting tweets won't stop circulation of ur ANTI HINDU advertisements👇<br />
Hindus have been your loyal customers since launch of tanishq but this is how u paid them back<br />
Shame!<a href="https://twitter.com/hashtag/boycotttanishq?src=hash&amp;ref_src=twsrc%5Etfw">#boycotttanishq</a> is now a wave! <a href="https://t.co/Kt2zQsllKc">pic.twitter.com/Kt2zQsllKc</a></p>
— Ritu (सत्यसाधक) #EqualRightsForHindus (@RituRathaur) <a href="https://twitter.com/RituRathaur/status/1325732617153470467?ref_src=twsrc%5Etfw">November 9, 2020</a></blockquote>
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<p>Only a month ago, the Tata Group chose to withdraw a 55-second Tanishq advertisement, which showed a Muslim mother-in-law caring for her pregnant Hindu daughter-in-law, in the wake of a furore online and displeasure among certain groups for alleged communal tones.<br />
&nbsp;</p>


Jewellery brand Tanishq has again run into a controversy with people trending #boycotttanishq once again to Twitter. This time the outrage is against the new Diwali ad featuring many known faces from the industry.

Jewellery brand Tanishq has again run into a controversy with people trending #boycotttanishq once again to Twitter. This time the outrage is against the new Diwali ad featuring many known faces from the industry. This outrage among a certain section on Twitter, comes after a month of running into controversy for showing inter-faith marriage. The new ad for the brand’s new collection, ‘Ekatvam by Tanishq’, celebrates the oneness and togetherness of different art forms. The new ad features Sayani Gupta along with Alaya, Neena Gupta and Nimrat Kaur, all celebrating the unique design of the collection. View this post on Instagram Have always wanted to do a @tanishqjewellery Campaign Finally did this wonderful #ekatvambytanishq With the stunning @neena_gupta @nimratofficial @alaya.f Have you seen our hoardings yet? ☺️🤍🤍🤍 Make up for me by @eshwarlog Hair by @marcepedrozo #Repost @tanishqjewellery • • • • • • A stunning confluence of Karigari and design, each piece of jewellery from #EkatvamByTanishq is a picturesque reminder of the coming together of the human spirit. Shop the collection today and avail exciting offers*! *T&C Apply . . #Tanishq #TanishqJewellery #TanishqWaliDiwali #HappyDiwali #GoldJewellery #Golden #IndianJewellery #TraditionalJewellery #India #TanishqJewels #Necklaces #EthnicJewellery #HandcraftedJewellery #VocalForLocal #IndianArtisans #uniquelyindian A post shared by Sayani (@sayanigupta) on Oct 28, 2020 at 5:27am PDT × However, this time the offence has been taken by a line in the ad said by actor Sayani where she is promoting a cracker-free Diwali. The line, “Definitely no firecrackers, and I don't think anyone should light any firecrackers, but a lot of diyas, a lot of laughter hopefully and positivity.”, has not gone down with all and a section on Twitter is against such ‘schooling.’ The actor again took to Twitter on November 8 to promote a cleaner Diwali and wrote “This Diwali,instead of bursting a firecracker,use that 5, 20, 200, 2000 rupees,in buying a mithai or a dabba of sweets for someone who can't afford to buy it,buy them two diyas so they also feel like it's a special day. Do it.And see how You feel.” This Diwali,instead of bursting a firecracker,use that 5, 20, 200, 2000 rupees,in buying a mithai or a dabba of sweets for someone who can't afford to buy it,buy them two diyas so they also feel like it's a special day. Do it.And see how You feel.#saynotofirecrackers #lightdiyas — Sayani Gupta (@sayanigupta) November 8, 2020 × This has sparked #BoycottTanishq trend again as C.T Ravi, BJP National General Secretary MLA from Chikkamagaluru Karnataka, wrote, “Why should anyone advice Hindus how to celebrate Our Festivals? Companies must focus on selling their products, not lecture us to refrain from bursting Crackers. We will light lamps, distribute sweets and burst green crackers. Please join us. You will understand Ekatvam.” Why should anyone advice Hindus how to celebrate Our Festivals? Companies must focus on selling their products, not lecture us to refrain from bursting Crackers. We will light lamps, distribute sweets and burst green crackers. Please join us. You will understand Ekatvam. https://t.co/EfmNNDXWFD — C T Ravi 🇮🇳 ಸಿ ಟಿ ರವಿ (@CTRavi_BJP) November 8, 2020 × Many people supported the sentiment. Who is #tanishq to advice Hindus as how to celebrate diwali. Keep your advice to yourself and apply the same for your cheap publicity campaign. I request you all to #boycotttanishq — Gaurav Goel (@goelgauravbjp) November 9, 2020 × 100% boycotting. #boycotttanishq pic.twitter.com/37qZFejDcm — BK S (@BKairwarrior) November 8, 2020 × Why our CM announced firecrackers bursting in Diwali is as offence? Again he changed his mind and allowed us to bursting only green crackers. What the hell is this? Why only restrictions are made for Hindu's fests? — Twéétú (@Rajju_Shetty) November 8, 2020 × Unite toh baad mein karna @TanishqJewelry pehle apna Brand bacha lo😂 Deleting tweets won't stop circulation of ur ANTI HINDU advertisements👇 Hindus have been your loyal customers since launch of tanishq but this is how u paid them back Shame!#boycotttanishq is now a wave! pic.twitter.com/Kt2zQsllKc — Ritu (सत्यसाधक) #EqualRightsForHindus (@RituRathaur) November 9, 2020 × Only a month ago, the Tata Group chose to withdraw a 55-second Tanishq advertisement, which showed a Muslim mother-in-law caring for her pregnant Hindu daughter-in-law, in the wake of a furore online and displeasure among certain groups for alleged communal tones.

#BoycottTanishq trends again, this time for an ad on Diwali

<p>The recent turn of events after Indian jewellery brand Tanishq posted an advertisement and then pulled it back have really kept the internet abuzz. While some find the advertisement in not so good taste, others stand by the brand for its messaging.&nbsp;</p>

<p>The advert shows a Hindu South Indian girl married into a Muslim family celebrate her baby shower with in-laws. Some factions of the public found the ad promoting “love-jihad” while others support it, calling it an ad that promotes “brotherhood” and “unity”.&nbsp;</p>

<p>After a severe criticism on the first day of the ad going live, the brand pulled down the ad and issued a statement: “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. This film has stimulated divergent and severe reactions, contrary to its very objective. We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well being of our employees, partners and store staff.”</p>

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<p dir="ltr" lang="und"><a href="https://t.co/OyjAyld6Wp">pic.twitter.com/OyjAyld6Wp</a></p>
— Tanishq (@TanishqJewelry) <a href="https://twitter.com/TanishqJewelry/status/1316033929791467520?ref_src=twsrc%5Etfw">October 13, 2020</a></blockquote>
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<p>Now, many actors from Bollywood have responded to the ad. The first of them was Divya Dutta who happens to have also lent her voice for the advertisement. She supported the ad and tweeted: “It's sad, it's taken off air”.</p>

<p>Kangana Ranaut accused the brand of not only supporting “love-jihad” but also being “sexist” as according to her, the woman is seen as coy and shy. She wrote, “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.” Actor Richa Chadha, on the other hand, found the ad “beautiful”.</p>

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<p dir="ltr" lang="en">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. <a href="https://t.co/LDRC8HyHYI">https://t.co/LDRC8HyHYI</a></p>
— Kangana Ranaut (@KanganaTeam) <a href="https://twitter.com/KanganaTeam/status/1315688976414433280?ref_src=twsrc%5Etfw">October 12, 2020</a></blockquote>
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<p dir="ltr" lang="en">Sad lack of spine.. and conviction. Numerous women (and men) get death threats on social media on a daily basis.. they stand up to it. Unfortunate that a large corporate conglomerate is unable to gather the courage (and resources) to withstand a few days of trolling! 🙄 <a href="https://twitter.com/hashtag/tanishq?src=hash&amp;ref_src=twsrc%5Etfw">#tanishq</a> <a href="https://t.co/PBDPVlRxZe">https://t.co/PBDPVlRxZe</a></p>
— Swara Bhasker (@ReallySwara) <a href="https://twitter.com/ReallySwara/status/1316219634069065729?ref_src=twsrc%5Etfw">October 14, 2020</a></blockquote>
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<p>“Such a massive company, such a fragile spine,” wrote actor Swara Bhasker on Twitter after the advertisement was pulled down while author Chetan Bhagat commented, “Dear #tanishq, most people attacking you can’t afford you anyway. And given where their thinking will take this economy, they soon won’t have jobs and hence definitely won’t able to buy anything from #tanishq in the future too. Don’t worry about them.”</p>

<p>Javed Akhtar, meanwhile, wrote, "Whether it is a film, an advertisement or a real-life marriage everywhere, an inter-religious marriage always disturbs some people, in which the girl side is always agitated or related to it, this outrage is based on the belief that women are like their property. Angry people see the bride and her family as cattle thieves of a village".&nbsp;</p>


The recent turn of events after Indian jewellery brand Tanishq posted an advertisement and then pulled it back have really kept the internet abuzz. While some find the advertisement in not so good taste, others stand by the brand for its messaging.

The recent turn of events after Indian jewellery brand Tanishq posted an advertisement and then pulled it back have really kept the internet abuzz. While some find the advertisement in not so good taste, others stand by the brand for its messaging. The advert shows a Hindu South Indian girl married into a Muslim family celebrate her baby shower with in-laws. Some factions of the public found the ad promoting “love-jihad” while others support it, calling it an ad that promotes “brotherhood” and “unity”. After a severe criticism on the first day of the ad going live, the brand pulled down the ad and issued a statement: “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. This film has stimulated divergent and severe reactions, contrary to its very objective. We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well being of our employees, partners and store staff.” pic.twitter.com/OyjAyld6Wp — Tanishq (@TanishqJewelry) October 13, 2020 × Now, many actors from Bollywood have responded to the ad. The first of them was Divya Dutta who happens to have also lent her voice for the advertisement. She supported the ad and tweeted: “It's sad, it's taken off air”. Kangana Ranaut accused the brand of not only supporting “love-jihad” but also being “sexist” as according to her, the woman is seen as coy and shy. She wrote, “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.” Actor Richa Chadha, on the other hand, found the ad “beautiful”. 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. https://t.co/LDRC8HyHYI — Kangana Ranaut (@KanganaTeam) October 12, 2020 × Sad lack of spine.. and conviction. Numerous women (and men) get death threats on social media on a daily basis.. they stand up to it. Unfortunate that a large corporate conglomerate is unable to gather the courage (and resources) to withstand a few days of trolling! 🙄 #tanishq https://t.co/PBDPVlRxZe — Swara Bhasker (@ReallySwara) October 14, 2020 × “Such a massive company, such a fragile spine,” wrote actor Swara Bhasker on Twitter after the advertisement was pulled down while author Chetan Bhagat commented, “Dear #tanishq, most people attacking you can’t afford you anyway. And given where their thinking will take this economy, they soon won’t have jobs and hence definitely won’t able to buy anything from #tanishq in the future too. Don’t worry about them.” Javed Akhtar, meanwhile, wrote, "Whether it is a film, an advertisement or a real-life marriage everywhere, an inter-religious marriage always disturbs some people, in which the girl side is always agitated or related to it, this outrage is based on the belief that women are like their property. Angry people see the bride and her family as cattle thieves of a village".

From Javed Akhtar to Kangana Ranaut, Bollywood reacts to Tanishq advertisement

<p>Divya Dutta lent her voice to jewellery brand Tanishq advertisement that has now caught the fancy of the entire nation with some criticising the message and others standing in support.&nbsp;</p>

<p>While the advertisement has <a href="https://www.wionews.com/entertainment/tanishq-pulls-down-new-advertisement-after-being-accused-of-promoting-love-jihad-334914">been pulled down</a> by the brand, Divya recently spoke about her association with the brand and the messaging behind such an advertisement. In response to a user who mentioned that it was her voice that used in the video, she wrote, “Yes it’s my voice. It s sad it’s taken off air. I loved it.” When another Twitter user wrote that they had ‘nothing against her’, but ‘but wrong is wrong’, Divya responded, “But sir don’t we all promote brotherhood?? We as India are all about that. That’s our soul sir. Unity in diversity bachpan mein sunte the. Aise to kitne ads hote the. Koi kuch nai kehta tha.. par chalein sabke apne vichar (We used to be told of our unity in diversity. There are so many other ads that no one comments about, but to each his own)!”</p>

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<p dir="ltr" lang="en">Yes it’s my voice. It s sad it’s taken off air. I loved it <a href="https://t.co/uWyPzbfHUd">https://t.co/uWyPzbfHUd</a></p>
— Divya Dutta (@divyadutta25) <a href="https://twitter.com/divyadutta25/status/1315867319436894209?ref_src=twsrc%5Etfw">October 13, 2020</a></blockquote>
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<p>The advertisement features a short story of a Hindu woman married into a Muslim family as the in-laws arrange for a baby shower for the South Indian pregnant girl. The advertisement has been called “promoting love-jihad” among many other things. After a furore on the internet, Tanishq issued a statement: “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. This film has stimulated divergent and severe reactions, contrary to its very objective. We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well being of our employees, partners and store staff.”</p>

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<p dir="ltr" lang="und"><a href="https://t.co/OyjAyld6Wp">pic.twitter.com/OyjAyld6Wp</a></p>
— Tanishq (@TanishqJewelry) <a href="https://twitter.com/TanishqJewelry/status/1316033929791467520?ref_src=twsrc%5Etfw">October 13, 2020</a></blockquote>
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<h2><a href="https://www.wionews.com/entertainment/as-tanishq-pulls-down-its-advertisement-heres-a-look-back-at-other-similar-viral-ads-that-promoted-communal-harmony-335175" hreflang="en">As Tanishq pulls down its advertisement, here's a look back at other similar viral ads that promoted communal harmony</a></h2>


Divya Dutta lent her voice to jewellery brand Tanishq advertisement that has now caught the fancy of the entire nation with some criticising the message and others standing in support.

Divya Dutta lent her voice to jewellery brand Tanishq advertisement that has now caught the fancy of the entire nation with some criticising the message and others standing in support. While the advertisement has been pulled down by the brand, Divya recently spoke about her association with the brand and the messaging behind such an advertisement. In response to a user who mentioned that it was her voice that used in the video, she wrote, “Yes it’s my voice. It s sad it’s taken off air. I loved it.” When another Twitter user wrote that they had ‘nothing against her’, but ‘but wrong is wrong’, Divya responded, “But sir don’t we all promote brotherhood?? We as India are all about that. That’s our soul sir. Unity in diversity bachpan mein sunte the. Aise to kitne ads hote the. Koi kuch nai kehta tha.. par chalein sabke apne vichar (We used to be told of our unity in diversity. There are so many other ads that no one comments about, but to each his own)!” Yes it’s my voice. It s sad it’s taken off air. I loved it https://t.co/uWyPzbfHUd — Divya Dutta (@divyadutta25) October 13, 2020 × The advertisement features a short story of a Hindu woman married into a Muslim family as the in-laws arrange for a baby shower for the South Indian pregnant girl. The advertisement has been called “promoting love-jihad” among many other things. After a furore on the internet, Tanishq issued a statement: “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. This film has stimulated divergent and severe reactions, contrary to its very objective. We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well being of our employees, partners and store staff.” pic.twitter.com/OyjAyld6Wp — Tanishq (@TanishqJewelry) October 13, 2020 × As Tanishq pulls down its advertisement, here's a look back at other similar viral ads that promoted communal harmony

Divya Dutta who lent her voice to Tanishq ad says, 'It's sad, it's taken off air'

<p><strong>Tanishq viral jewellery ad</strong> - Indian <strong>jewellery brand Tanishq</strong> had to withdraw their latest advertisement after facing backlash over its content. The beautiful ad showed a Hindu women getting a baby shower. from her Muslim mother-in-law and promoted communal harmony. The ad, though irked a certain section of the society as the <a href="https://www.wionews.com/entertainment/tanishq-pulls-down-new-advertisement-after-being-accused-of-promoting-love-jihad-334914">brand was blamed of promoting 'love jihad'.</a></p>

<p>Following severe criticism, on Tuesday, Tanishq decided to withdraw the ad to respect those whose sentiments were hurt and for the safety of their staff and stores across India.<br />
<br />
Over the years, several brands have tried to promote communal harmony through their adveryisement and some of them have faced similar backlash. In 2019, a Holi ad by Surf Excel had received similar flak by certain groups as it showed children of two different religions celebrating the festival of colours.</p>

<p><iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/Zq7mN8oi8ds" width="560"></iframe><br />
<br />
Here are few other popular ads that showed communal harmony and were widely discussed for its content.</p>

<p><iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/tQuddKFhfFA" width="560"></iframe><iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/9rp3r22L5Fg" width="560"></iframe><iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/tUWrmPUMTwY" width="560"></iframe></p>

<p><iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/wtKaeChWXUA" width="560"></iframe><iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/gHGDN9-oFJE" width="560"></iframe><iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/pOubvuogcFU" width="560"></iframe><iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/DN-NuPsGQXI" width="560"></iframe></p>


Tanishq viral jewellery ad - Indian jewellery brand Tanishq had to withdraw their latest advertisement after facing backlash over its content. The beautiful ad showed a Hindu women getting a baby shower.

Tanishq viral jewellery ad - Indian jewellery brand Tanishq had to withdraw their latest advertisement after facing backlash over its content. The beautiful ad showed a Hindu women getting a baby shower. from her Muslim mother-in-law and promoted communal harmony. The ad, though irked a certain section of the society as the brand was blamed of promoting 'love jihad'. Following severe criticism, on Tuesday, Tanishq decided to withdraw the ad to respect those whose sentiments were hurt and for the safety of their staff and stores across India. Over the years, several brands have tried to promote communal harmony through their adveryisement and some of them have faced similar backlash. In 2019, a Holi ad by Surf Excel had received similar flak by certain groups as it showed children of two different religions celebrating the festival of colours. Here are few other popular ads that showed communal harmony and were widely discussed for its content.

As Tanishq pulls down its advertisement, here's a look back at other similar viral ads that promoted communal harmony

<p>Indian jewellery brand Tanishq has pulled down its latest advertisment from social media after the company faced flak from a certain section online. The brand was acussed of promoting 'Love Jihad' through the commercial.<br />
<br />
#BoycottTanishq trended on Twitter all throughout Monday after the advertisement of their new jewellery line released an ad titled "unity in oneness."<br />
<br />
The ad depicts a Hindu woman getting a traditional bridal shower from her Muslim mother-in-law. When the surprised daughter-in-law points out that Muslims do not have any such ritual, the mother-in-law replied that to make the daughter happy is a ceremony in every household.<br />
<br />
Tanishq, in the description for the video said, "She is married into a family that loves her like their own child. Only for her, they go out of their way to celebrate an occasion that they usually don't. A beautiful confluence of two different religions, traditions, cultures."<br />
<br />
The advertisement has been removed from Youtube as well as various social media platforms. Twitter seemed divided at the move with many condemning the outrage itself.</p>

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<p dir="ltr" lang="en">The Tanishq 'Love Jihad' ad that has now been taken down. Disgusting! <a href="https://t.co/QuS1XBTVIO">pic.twitter.com/QuS1XBTVIO</a></p>
— Kashyap Amrika Observer (@YearOfTheKraken) <a href="https://twitter.com/YearOfTheKraken/status/1315662828108353536?ref_src=twsrc%5Etfw">October 12, 2020</a></blockquote>
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<p>There were others who stated that they would not buy any product of the brand from now on and demanded a complete boycott of the jewellery brand.</p>

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<p dir="ltr" lang="en">The Tanishq 'Love Jihad' ad that has now been taken down. Disgusting! <a href="https://t.co/QuS1XBTVIO">pic.twitter.com/QuS1XBTVIO</a></p>
— Kashyap Amrika Observer (@YearOfTheKraken) <a href="https://twitter.com/YearOfTheKraken/status/1315662828108353536?ref_src=twsrc%5Etfw">October 12, 2020</a></blockquote>
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<p dir="ltr" lang="et">Boycott Tanishq</p>
— JP Awasthy (@JpAwasthy) <a href="https://twitter.com/JpAwasthy/status/1315718867503652864?ref_src=twsrc%5Etfw">October 12, 2020</a></blockquote>
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<p dir="ltr" lang="en">This is what “UNITED HINDUS” are capable of- <a href="https://twitter.com/TanishqJewelry?ref_src=twsrc%5Etfw">@TanishqJewelry</a> deletes the video that showed a Hindu girl in a Muslim household: after immense outrage on social media! <a href="https://twitter.com/hashtag/BoycottTanishq?src=hash&amp;ref_src=twsrc%5Etfw">#BoycottTanishq</a> <a href="https://t.co/EWEYsFwYHm">pic.twitter.com/EWEYsFwYHm</a></p>
— अणिमा सोनकर (@AnimaSonkar) <a href="https://twitter.com/AnimaSonkar/status/1315671362183200768?ref_src=twsrc%5Etfw">October 12, 2020</a></blockquote>
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Indian jewellery brand Tanishq has pulled down its latest advertisment from social media after the company faced flak from a certain section online. The brand was acussed of promoting 'Love Jihad' through the commercial.

Indian jewellery brand Tanishq has pulled down its latest advertisment from social media after the company faced flak from a certain section online. The brand was acussed of promoting 'Love Jihad' through the commercial. #BoycottTanishq trended on Twitter all throughout Monday after the advertisement of their new jewellery line released an ad titled "unity in oneness." The ad depicts a Hindu woman getting a traditional bridal shower from her Muslim mother-in-law. When the surprised daughter-in-law points out that Muslims do not have any such ritual, the mother-in-law replied that to make the daughter happy is a ceremony in every household. Tanishq, in the description for the video said, "She is married into a family that loves her like their own child. Only for her, they go out of their way to celebrate an occasion that they usually don't. A beautiful confluence of two different religions, traditions, cultures." The advertisement has been removed from Youtube as well as various social media platforms. Twitter seemed divided at the move with many condemning the outrage itself. The Tanishq 'Love Jihad' ad that has now been taken down. Disgusting! pic.twitter.com/QuS1XBTVIO — Kashyap Amrika Observer (@YearOfTheKraken) October 12, 2020 × There were others who stated that they would not buy any product of the brand from now on and demanded a complete boycott of the jewellery brand. The Tanishq 'Love Jihad' ad that has now been taken down. Disgusting! pic.twitter.com/QuS1XBTVIO — Kashyap Amrika Observer (@YearOfTheKraken) October 12, 2020 × Boycott Tanishq — JP Awasthy (@JpAwasthy) October 12, 2020 × This is what “UNITED HINDUS” are capable of- @TanishqJewelry deletes the video that showed a Hindu girl in a Muslim household: after immense outrage on social media! #BoycottTanishq pic.twitter.com/EWEYsFwYHm — अणिमा सोनकर (@AnimaSonkar) October 12, 2020 ×

Tanishq pulls down new advertisement after being accused of promoting 'Love Jihad'

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