Tanishq withdraws interfaith family ad after ‘love jihad’ allegation, sparks fresh debate

Agencies
October 13, 2020

Tanishq.jpg

New Delhi, Oct 13: Jewellery brand Tanishq on Tuesday withdrew its ad showing an interfaith family following a sharp backlash on social media with some accusing the company of promoting love jihad' and fake secularism'

The company's move prompted intense debate on social media and elsewhere, just as the ad to promote its jewellery collection Ekatvam (oneness) had deepened faultlines since its release last week.

The 43 second commercial, which led to the hashtag #BoycottTanishq trending on Twitter, shows a pregnant woman being led to her bridal shower, a Hindu custom called godh bharai', by a woman who viewers later realise is her mother-in-law.

The young woman, in a sari and bindi, addresses the older one, in a salwar kurta and a dupatta covering her head, as Ma' and asks, But you don't celebrate this custom? The mother responds with a gentle, The tradition of keeping daughters happy is there in every home. Setting the scene of a composite family, a woman in a hijab, people in saris and a man in a skullcap can be seen in the backdrop.

The description of the video on YouTube read: 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 commercial opened the floodgates of debate and trolling with a flurry of tweets demanding a ban on the advertisement and a boycott of the brand, a Tata product.

Tanishq first disabled comments and likes/dislikes on its ad on YouTube, and on Tuesday withdrew the video altogether. No reasons were given for dropping the ad. Tanishq has not yet responded to PTI's request for a response or issued a statement.

The removal of the ad led to fresh debate on Twitter with several people, including Congress MP Shashi Tharoor, writer Chetan Bhagat and actor Swara Bhasker calling out the trolls.

"So Hindutva bigots have called for a boycott of ?@TanishqJewelry for highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim ekatvam irks them so much, why don't they boycott the longest surviving symbol of Hindu-Muslim unity in the world -- India?" tweeted Tharoor.

His party colleague Abhishek Singhvi joined him.

"Those boycotting the Tanishq ad don't like seeing daughter in law(s) happy around mother in law's. You have seen too many soaps & too much prime times news," tweeted Singhvi.

Two States author Bhagat said the company should not get bullied.

As a TATA group company, expected #Tanishq to be fairer and braver. If you have done nothing wrong, if you have shown something beautiful about our country, don't get bullied. Be Indian. Be strong, he said.

Actor Swara Bhasker was also critical and put out a caustic tweet saying, Such a large company, such a weak spine.

"TBH, reacting to paid twitter trends and manufactured outrage is just myopic. The ad was lovely. Standing by it would have made 'em cooler, foresighted and balsy. But alas #tanishq," added her colleague Richa Chadha.

Blogger and writer Richa Singh came out in the company's support, saying those preaching that Tanishq should not have withdrawn the ad obviously don't own jewellery shops.

In a hooligan environment like the present they will first protect their employees' and business interest and then think about your inquilab. So please, drop it, she tweeted.

The polarisation was evident right since October 9 when the ad was first released with many people slamming Tanishq for projecting fictional interfaith union and promoting love jihad', a reference to an alleged campaign by Muslims to convert Hindu girls in the guise of love. And many others lauding it for showing a syncretic, harmonious India.

"Tanishq jewellery's 'Ekatvam' series' ad projects a fictional 'interfaith' union, a Muslim family, a Hindu daughter-in-law being allowed to do a Hindu ritual. Nothing but promotion of love jihad #BoycottTanishq," tweeted former IAS officer and author Sanjay Dixit.

BJP leader and former MP Geetha Kothapalli described the ad as bizarre, highly objectionable and normalising #LoveJihad .

I want to know who directed this Ad and who wrote? Pull this AD down #BoycottTanishq," she said on Twitter.

"Why are you showing a Hindu "daughter in law" to a Muslim family and glorifying it? Why don't you show a Muslim daughter in law in your ads with a Hindu family? Look like you are promoting #LoveJihad & favouring a particular Faith only...," said another Twitter user, Sharma Khemchand.

As the clamour for the boycott of Tanishq grew, there were many who came out in its support. Many kudos came its way for "not shying away from addressing one of the biggest divides" in the nation.

Journalist and columnist De posted a tweet with the hashtag #downwithbigotry'. "Good for you @TanishqJewelry. If only we had more ads like this sensitive and brilliant one promoting love between different communities, India would be a far better place for all. Shame on trolls," she said.

Some used humour to dispel the tension.

"People are trending #BoycottTanishq as if they buy jewelry from them on daily basis," tweeted @sandeep90s.

"Thank you for making us notice the beautiful #tanishq ad dear trolls!" tweeted @shaminaaaa.

It is not the first time that Tanishq has broken stereotype and challenged societal norms with its ad.

In 2013, it promoted remarriage in an ad made by Lowe Lintas. However, back then the commercial didn't attract any controversy and was widely appreciated.

The agency received plaudits this time too.

"Good on you, @TanishqJewelry and @MLLintasGroup for making the ad for Ekatvam. It must NOT have been an easy call to take, you will probably lose some business, but you did the right thing by not shying away from addressing one of the biggest divides in this nation#tanishq," tweeted @iSrikanth.

Last year, Surf Excel was severely criticised for an ad showing Hindu-Muslim unity.

The detergent brand, known for its tagline daag acche hai', was subjected to the '#Boycott Surf Excel' trend on Twitter. Its Holi ad featured two children, a Hindu girl and a Muslim boy. The girl dressed in white is seen riding a bicycle and challenging neighbourhood kids to splash colour on her. It is later revealed that she did so to protect her Muslim friend who had to go to the mosque for prayers.

Comments

Add new comment

  • Coastaldigest.com reserves the right to delete or block any comments.
  • Coastaldigset.com is not responsible for its readers’ comments.
  • Comments that are abusive, incendiary or irrelevant are strictly prohibited.
  • Please use a genuine email ID and provide your name to avoid reject.
News Network
November 24,2025

lebanon.jpg

Israel has launched a new act of aggression on a residential neighborhood in Lebanon's capital, Beirut, killing and injuring about two dozen civilians.

The Israeli regime's military said in a statement that its forces carried out a so-called precise strike in a residential apartment in Dahiyeh in the southern suburbs of Beirut on Sunday.

The aggression targeted residential areas, killing at least five people and injuring more than 28 people, Lebanon's Health Ministry said. 

Hezbollah announced the martyrdom of senior Hezbollah commander Haytham Ali Tabatabai and four resistance fighters.

Lebanese President Michel Aoun condemned the airstrike, calling it a clear demonstration of Tel Aviv’s disregard for repeated international calls to halt violations on Lebanese soil.

“Israel refuses to implement international resolutions and all efforts aimed at ending the escalation and restoring stability,” Aoun said, urging the international community to take action to prevent further aggression.

The Palestinian Islamic Jihad movement also condemned the attack, holding the international community accountable. 

“The international community bears responsibility and continues to provide cover for these attacks as long as it does not restrain the occupiers,” said Ali Abu Shahin, a member of the group’s political bureau.

Israeli prime minister Benjamin Netanyahu’s office announced that the Israeli army carried out a strike “in the heart of Beirut."

Netanyahu reportedly approved the operation following recommendations from top Israeli security officials.

Two senior US officials commented on the Israeli strike.

The first official said that Israel did not notify Americans in advance about the attack. "We were informed immediately after the strike was carried out."

The second senior official said that the "US knew for several days that Israel was planning to escalate its strikes in Lebanon, but did not know in advance the timing, location, or target of the strike."

Speaking from the site of the Israeli strike, Lebanese MP Ali Ammar condemned the attack as part of a broader campaign of aggression that has targeted "all of Lebanon since the Washington-sponsored ceasefire."

He stated that "any attack on Lebanon is a violation of red lines; this aggression is part and parcel of the entity that targets Lebanon's dignity, sovereignty, and security of citizens."

Ammar went on to say the resistance is responding with "utmost wisdom, patience, and will confront the enemy at the appropriate time."

"Unfortunately, the enemy is emboldened to commit its aggression by voices within Lebanon that have turned themselves into tools that support its aggression," he added.

The Israeli attack on the southern suburbs of the Lebanese capital is the latest blatant violation of the ceasefire Israel signed with Hezbollah in November 2024, which was intended to end hostilities that had escalated into full-scale war.

An Israeli strike on the Ain al-Hilweh camp near Sidon in southern Lebanon late Tuesday killed at least 14 people. It wounded several others, including young students, according to the Lebanese health ministry.

The military claimed the attack targeted “a Hamas training compound” used to plan and carry out attacks against the regime -- a claim that has frequently been made without evidence.

Hamas rejected the allegations as “a blatant lie aimed at justifying the massacre,” stating it had “no military installations in the Palestinian camps in Lebanon” and that the targeted site was merely “an open sports field.”

According to Lebanese authorities, Israeli attacks have killed approximately 4,000 people and displaced more than 1.2 million residents across the country since October 2023.

Comments

Add new comment

  • Coastaldigest.com reserves the right to delete or block any comments.
  • Coastaldigset.com is not responsible for its readers’ comments.
  • Comments that are abusive, incendiary or irrelevant are strictly prohibited.
  • Please use a genuine email ID and provide your name to avoid reject.
News Network
November 21,2025

israel.jpg

Local authorities say the Israeli military has expanded the so-called “yellow line” truce demarcation in Gaza City and repositioned its forces deeper into the territory in violation of a ceasefire agreement that came into force on October 10, besieging dozens of Palestinian families.

Gaza’s Government Media Office announced in a statement on Thursday that Israeli forces widened the boundary by shifting the markers, and advanced roughly 300 meters (984 feet) into the neighborhoods of Ash-Shaaf, An-Nazzaz and Baghdad Street.

The move pushed further into civilian areas, trapping families who were unable to flee as tanks rolled forward, it added.

“The fate of many of these families remains unknown amidst the shelling that targeted the area,” the office said, adding that the expansion of the yellow line shows a “blatant disregard” for the ceasefire deal.

On Friday, sources said the Israeli military carried out continued air and artillery strikes inside the so-called “yellow line” east of Khan Younis in the southern Gaza Strip.

According to the reports, Israeli warplanes and tanks targeted areas within the zone. One Palestinian was reported killed and several others wounded in the strikes, the sources said.

The fresh aggression came only a day after 25 Palestinians were killed in Israeli airstrikes on Gaza City and Khan Younis on Wednesday.

The media office reported that Israel has consistently violated the truce deal since its implementation last month, with near-daily attacks by air, artillery and direct shootings.

The office said over 400 violations have been documented. These breaches have resulted in the deaths of more than 300 Palestinians and left hundreds injured.

The Government Media Office in Gaza urged the guarantors of the ceasefire — the US, Egypt, Qatar and Turkey — to take swift action to halt the ongoing violations and facilitate the delivery of food, shelter materials, medical aid, and infrastructure equipment.

The so-called “yellow line,” set out in the agreement between Israel and Hamas resistance movement, refers to a non-physical partition where the Israeli military repositioned itself when the truce deal took effect.

It has allowed Israel, which routinely fires at Palestinians who approach the line, to retain control over more than half of the Gaza Strip.

International bodies, including the UN Independent International Commission of Inquiry, the International Association of Genocide Scholars, Amnesty International, Human Rights Watch, B’Tselem, and other rights groups, have concluded that the Israeli war on Gaza amounts to genocide.

In the attacks in Gaza since October 2023, Israel has killed at least 69,546 people and injured 170,833 others, leveling large swaths of the territory and displacing almost all of the population. 

Comments

Add new comment

  • Coastaldigest.com reserves the right to delete or block any comments.
  • Coastaldigset.com is not responsible for its readers’ comments.
  • Comments that are abusive, incendiary or irrelevant are strictly prohibited.
  • Please use a genuine email ID and provide your name to avoid reject.
coastaldigest.com news network
December 2,2025

karkala.jpg

Udupi, Dec 2: A wave of regional pride is sweeping through Udupi district as Shagun S Verma Hegde, a talented Class 9 student from Christ King English Medium High School, Karkala, has been named the captain of the Indian National Team for the Under-15 Girls’ Volleyball Championship.

Shagun holds the unique distinction of being the sole player from Karnataka selected to represent the country in the prestigious international tournament. The championship, organized by the School Games Federation, is scheduled to take place in Shangluo, China, from December 3 to 13, where Shagun will lead the national squad.

A Remarkable Journey to the Top

Shagun’s selection is a testament to her dedication and exceptional skill on the court. Her journey included several rigorous rounds of selection:

•    She was the only player from Udupi district to qualify for the state-level selection camp.

•    Out of eight players from Karnataka who advanced to the national selection camp in Pune, Maharashtra, Shagun was the only one to secure a place in the final national squad.

•    The national camp saw participation from approximately 200 players, which was shortlisted to 23. Shagun not only made the final cut but was also ranked as the second-best player overall, solidifying her leadership role.

Shagun, who is the daughter of Sandesh Verma and Shruthiraj of Kallotte, Karkala, has trained under experienced coaches Santosh D’Souza, Jeevan D’Silva, Jairaj Poojary, and Ramesh. Her selection as the team captain has brought profound honour to her family, school, the Udupi district, and the entire state of Karnataka.

Comments

Add new comment

  • Coastaldigest.com reserves the right to delete or block any comments.
  • Coastaldigset.com is not responsible for its readers’ comments.
  • Comments that are abusive, incendiary or irrelevant are strictly prohibited.
  • Please use a genuine email ID and provide your name to avoid reject.