Social Media is the ‘New Police’ with the power to make or break businesses, individuals, brands, and everything else. it’s the day and age when the power lies in the hand of social media users. And recently, Tanishq is under its radar and #BoycottTanishq has become a trend online

Why do people want to boycott Tanishq?

A section of Twitter users feels extremely offended after Tanishq showed a Hindu-Muslim couple in one of its latest ads. But, it seems the Right-wing believers couldn’t digest the modern-day reality and started trending “boycott Tanishq” hashtag. 

Showcasing a beautiful confluence of two different religions, cultures, and traditions, the boycott Tanishq ad portrays a pregnant Hindu daughter-in-law in a Muslim household, as the family makes heartwarming arrangements for her baby shower while including Hindu rituals to make her comfortable.

The ad was recently released under the new ‘Ekatvam’ collection by Tanishq ahead of the festive season. The description of the commercial reads: 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.

The troll army was out in full force, frothing for the brand’s boycott with the hashtag #BoycottTanishq. Why? Some Twitter users were not at all happy with the Hindu-Muslim portrayal and even went on to say that the ad is anti-Hindu and promotes “love jihad”. Here are some reactions that called for a boycott Tanishq.

Amid the trending #boycott Tanishq, to restate the message of communal harmony, Tanishq tweeted, “One as a Nation. One as Humanity.’ That is what ‘Ekatvam’ stands for.”

In a world where we aspire to break all boundaries and create new lines, the backlash only shows how orthodox we are in our thought process.

For a country that prides itself on being one of the most culturally diverse, harmonious, and secular, does this unnecessary outrage over an ad endorsing peace match the claims we make on International platforms? Though there were many who applauded Tanishq for its inclusivity in the ad, it is still shocking that Tanishq eventually had to take the ad down after the Tanishq controversial advertisement and boycott Tanishq gained momentum on Twitter.

Has Tanishq set the right precedent? Has it not given more power to the trolls? Has it not succumbed to the pressure from the unknown social media users? We will never know! 

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