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

Agencies
October 13, 2020

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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.

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News Network
December 2,2025

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Bengaluru: 'Nati koli saaru' (country chicken curry) considered one of Chief Minister Siddaramaiah’s favourites along with steaming hot idlis was on the breakfast menu at Deputy CM D K Shivakumar’s residence on Tuesday, according to official sources.

The spread also included 'nati koli' fry, vada and pongal, among other items, they said.

In an apparent show of unity, Siddaramaiah visited Shivakumar’s residence for breakfast, just days after the two leaders shared a meal amid a simmering power tussle in the state Congress.

Siddaramaiah drove to the Deputy CM’s residence in Sadashivanagar, where he was received by Shivakumar and his brother D K Suresh, who is a former Congress MP.

Suresh and Kunigal MLA H D Ranganath, a relative of Shivakumar, joined them for breakfast, which featured a mix of vegetarian and non-vegetarian dishes.

Speaking to reporters later, Siddaramaiah said Shivakumar had invited him during his visit to the CM’s residence for breakfast on Saturday.

Asked about the difference between the two meals, the chief minister said, "At his (Shivakumar’s) house it was non-veg, while at my house it was veg. He is a vegetarian, I am a non-vegetarian. I had not prepared non-veg. I told DK to get chicken from the village as you won’t get the original in Bengaluru."

Shivakumar said he had initially invited Siddaramaiah to his residence, but the CM had suggested visiting his place first and reciprocating later. "It was a vegetarian breakfast at the CM’s house on Saturday," he noted.

"Today, I invited him (the CM) to my house. He enjoyed the breakfast, which had his Mysuru taste," Shivakumar added. At this point, Siddaramaiah remarked that Shivakumar’s wife is also from Mysuru.

Saturday’s breakfast at Siddaramaiah’s official residence, held as part of efforts by the Congress high command to ease tensions in the leadership dispute between the two, reportedly included idlis and sambar, according to official sources.

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News Network
December 4,2025

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Domestic carrier IndiGo has cancelled over 180 flights from three major airports — Mumbai, Delhi and Bengaluru — on Thursday, December 4, as the airline struggles to secure the required crew to operate its flights in the wake of new flight-duty and rest-period norms for pilots.

While the number of cancellations at Mumbai airport stands at 86 (41 arrivals and 45 departures) for the day, at Bengaluru, 73 flights have been cancelled, including 41 arrivals, according to a PTI report that quoted sources.

"IndiGo cancelled over 180 flights on Thursday at three airports-Mumbai, Delhi and Bengaluru," the source told the news agency.

Besides, it had cancelled as many as 33 flights at Delhi airport for Thursday, the source said, adding, "The number of cancellations is expected to be higher by the end of the day."

The Gurugram-based airline's On-Time Performance (OTP) nosedived to 19.7 per cent at six key airports — Delhi, Mumbai, Chennai, Kolkata, Bengaluru and Hyderabad — on December 3, as it struggled to get the required crew to operate its services, down from almost half of December 2, when it was 35 per cent.

"IndiGo has been facing acute crew shortage since the implementation of the second phase of the FDTL (Flight Duty Time Limitations) norms, leading to cancellations and huge delays in its operations across the airports," a source had told PTI on Wednesday.

Chaos continued at several major airports for the third day on Thursday because of the cancellations.

A spokesperson for the Kempegowda International Airport (KIA) in Bengaluru said that 73 IndiGo flights had been cancelled on Thursday.

At least 150 flights were cancelled and dozens of others delayed on Wednesday, airport sources said, leaving thousands of travellers stranded, according to news agency Reuters.

The Directorate General of Civil Aviation (DGCA) has said it is investigating IndiGo flight disruptions and has asked the airline to submit the reasons for the current situation, as well as its plans to reduce flight cancellations and delays.

It may be mentioned here that the pilots' body, Federation of Indian Pilots (FIP), has alleged that IndiGo, despite getting a two-year preparatory window before the full implementation of new flight duty and rest period norms for cockpit crew, "inexplicably" adopted a "hiring freeze".

The FIP said it has urged the safety regulator, the DGCA, not to approve airlines' seasonal flight schedules unless they have adequate staff to operate their services "safely and reliably" in accordance with the New Flight Duty Time Limitations (FDTL) norms.

In a letter to the DGCA late on Wednesday, the FIP urged the DGCA to consider re-evaluating and reallocating slots to other airlines, which have the capacity to operate them without disruption during the peak holiday and fog season if IndiGo continues to "fail in delivering on its commitments to passengers due to its own avoidable staffing shortages."

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News Network
November 28,2025

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Mangaluru, Nov 28: Karnataka Health Minister and Dakshina Kannada district in-charge minister Dinesh Gundu Rao on Friday handed over Chief Minister Siddaramaiah’s letter to Prime Minister Narendra Modi, highlighting the severe distress faced by farmers due to crashing crop prices.

PM Modi arrived at the Mangaluru International Airport en route to Udupi, where Gundu Rao welcomed him and submitted the letter. The chief minister’s message stressed that farmers are suffering heavy losses because maize and green gram are being bought far below the Minimum Support Price (MSP). The state urged the Centre to immediately begin procurement at MSP.

According to the letter, Karnataka has a bumper harvest this year—over 54.74 lakh metric tons of maize and 1.98 lakh metric tons of green gram—yet farmers are unable to secure fair prices. Against the MSP of ₹2,400/MT for maize and ₹8,768/MT for green gram, market rates have plunged to ₹1,600–₹1,800 and ₹5,400 respectively.

The chief minister has requested the Centre to:

• Direct NAFED, FCI and NCCF to start MSP procurement immediately.
• Ensure ethanol units purchase maize directly from farmers or FPOs.
• Increase Karnataka’s ethanol allocation, citing high production capacity.
• Stop maize imports, which have depressed domestic prices.
• Relax quality norms for green gram, allowing up to 10% discoloration due to rains.

The letter stresses that MSP is crucial for farmer dignity and income stability and calls for swift central intervention to prevent a deepening crisis.

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