Popular jewellery brand Tanishq was reeling from the backlash received for their advertisement that highlighted the beauty of inter-faith marriages. Now, another advertisement for the newly launched Ekatvam collection has courted a fresh controversy. Twitteratis began the festive week with a demand to boycott Tanishq, this time for its ad on celebrating Diwali.
The latest advertisement featuring Neena Gupta, Alaya F, Nimrat Kaur and Sayani Gupta didn't go down well with one section of the social media. The commercial revolves around four women talking about their plans for Diwali. Advocating a ban on firecrackers, the women also talk about making the festive season a family affair and spending time with near and dear ones. However, this has left people upset.
#EkatvamByTanishq, is a glittering ode to the beauty of oneness, just in time for the festive season. Each design from this range showcases the coming together of over 1000 Karigars, effortlessly. Shop now and avail exciting offers*! *T&C Apply @neena_gupta @nimratofficial @alaya.f @sayanigupta . . #Tanishq #TanishqJewellery #TanishqWaliDiwali #HappyDiwali #GoldJewellery #Golden #IndianJewellery #TraditionalJewellery #India #TanishqJewels #Necklaces #EthnicJewellery #HandcraftedJewellery #VocalForLocal #IndianArtisans #UniquelyIndian
Slamming Tanishq for the ad that promoted an eco-friendly Diwali amid the pandemic, Karnataka BJP National General Secretary and MLA of Chikkamagaluru C T Ravi, tweeted, "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 (@CTRavi_BJP) November 8, 2020
Many Twitter users accused the ad of trying to preach how to celebrate Diwali and claimed that the brand is trying to polarise its customers on religious lines. Filmmaker Vivek Ranjan Agnihotri slammed the commercial and accused it of trying to kill tradition.
This Diwali, let’s kill tradition, Hindu culture and promote consumerism.
Because photoshopped secular models with fake smiles and VFX bodies loaded with regressive Gold jewellery will lead us to Ekatvam - the Vedic philosophy of Oneness. https://t.co/R0O3wfSHIO
— Vivek Ranjan Agnihotri (@vivekagnihotri) November 8, 2020
Soon after the ad was released, Twitteratis trended Boycott Tanishq. Now, the commercial is deleted from Tanishq's Twitter page.
— aeiou (@obnoxiousubtle) November 9, 2020
It's not about hurting Hindu sentiments anymore.
It's a deliberate polarization of customers to ensure business and loyalty from the ones who'll buy from Tanishq just because there are some who'll boycott it. #tanishq #Deepawali #FirecrackersBan https://t.co/dUUbVriQ7p
— Jay Mehta (@mehta_world) November 8, 2020
— Aman Shrivastav (@A_M_A_N_26) November 8, 2020
— SANTAN | (@praneet44) November 8, 2020
They are giving lectures on firecrackers Christmas me tree kaatne se deforestation nahi hota kya :(#boycotttanishq
— komalLporwal (@KomalPorwal7) November 8, 2020
— Optimist (@hindubangal) November 8, 2020
See the difference between this message by Boris Johnson and by Tanishq. One shows reverence, another hαtred.#boycotttanishq
— Vaidehi (@dharmicverangna) November 9, 2020
It seems the detractors are unaware that several states including Delhi, Maharashtra, Sikkim, West Bengal, Rajasthan, Chandigarh, Haryana and Karnataka have banned the use of firecrackers this Diwali keeping the pandemic in mind.
(Source: Twitter/ Instagram)