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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coastaldigest.com news network
November 29,2025

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Mangaluru, Nov 29: Around 12,500 healthcare students from Medical, Dental, AYUSH, Pharmacy, Nursing, Physiotherapy and Allied Health Sciences colleges of Dakshina Kannada, affiliated to Rajiv Gandhi University of Health Sciences (RGUHS), took part in a massive walkathon to promote awareness on Organ Donation and Nasha Mukth Bharat.

The inaugural ceremony was held at Mangala Stadium. Dr Bhagavan B C, Hon’ble Vice-Chancellor of RGUHS, delivered the welcome address. The walkathon was flagged off by Shri U T Khader, Hon’ble Speaker of the Karnataka Legislative Assembly, and presided over by Shri Dinesh Gundu Rao, Hon’ble Minister for Health, Family Welfare and Dakshina Kannada District In-charge. Dakshina Kannada MP Shri Brijesh Chowta also addressed the students.

Music director Guru Kiran, MLA Dr Bharat Shetty (Mangalore North), Police Commissioner Shri Sudheer Kumar Reddy, Shri Manjunath Bhandary and Shri Harish Kumar were among those present.

Institution heads including Dr Haji U K Monu (Kanachur Colleges), Dr Shantharam Shetty (Tejaswini College), Dr Bhaskar Shetty (City Group of Colleges), Mr Abdul Rahiman (Kanachur Institute of Medical Sciences), and the District Health Officer, Mangalore, also participated.

The vote of thanks was delivered by Prof U T Ifthikar Fareed, Syndicate Member, RGUHS.

The event was organised by Dr U T Ifthikar Ali and Dr Shiva Sharan (Syndicate Members), Prof Vaishali (Senate Member), Prof Mohammad Suhail (Chairman, BOS Physiotherapy), Dr Sharan Shetty (Former Senate Member), along with principals and faculty of various colleges.

Students marched from Mangala Stadium to Karavali Grounds via MCC and Lalbagh signal. The event set a record as one of the largest gatherings of healthcare students for a social cause in the RGUHS Dakshina Kannada Zone.

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Agencies
November 22,2025

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New York/Washington: US President Donald Trump has again claimed to have solved the conflict between India and Pakistan, repeating his assertion during a meeting with New York City Mayor-elect Zohran Mamdani in the Oval Office.

Mamdani flew to Washington DC for his first meeting with Trump in the White House on Friday. Trump said he “enjoyed” the meeting, which he described as “great.”

During remarks in the Oval Office, with Mamdani standing next to him, Trump repeated his claim that he solved the May conflict between India and Pakistan.

"I did eight peace deals of countries, including India and Pakistan,” he said.

On Wednesday, Trump had said he threatened to put 350 per cent tariffs on India and Pakistan if they did not end their conflict, repeating his claim that he solved the fighting between the nuclear-armed neighbours and that Prime Minister Narendra Modi had called him to say “we're not going to go to war.”

Since May 10, when Trump announced on social media that India and Pakistan had agreed to a “full and immediate” ceasefire after a “long night” of talks mediated by Washington, he has repeated his claim over 60 times that he “helped settle” the tensions between India and Pakistan.

India has consistently denied any third-party intervention. India launched Operation Sindoor on May 7, targeting terror infrastructure in Pakistan and Pakistan-occupied Kashmir in retaliation for the April 22 Pahalgam attack that killed 26 civilians. India and Pakistan reached an understanding on May 10 to end the conflict after four days of intense cross-border drone and missile strikes.

Mamdani emerged victorious in the closely-watched battle for New York City Mayor, becoming the first South Asian and Muslim to be elected to sit at the helm of the largest city in the US.

He had been the front-runner in the NYC Mayoral election for months and defeated Republican nominee Curtis Sliwa and political heavyweight former New York State Governor Andrew Cuomo, who ran as an independent candidate and was officially endorsed by Trump just hours before the elections.

Indian-descent Mamdani is the son of renowned filmmaker Mira Nair and Columbia University professor Mahmood Mamdani. He was born and raised in Kampala, Uganda and moved to New York City with his family when he was 7. Mamdani became a naturalised US citizen only recently, in 2018.

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News Network
November 24,2025

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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.

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