Even after deleting film, Tanishq’s Ekatvam ad leaves social media opinions polarised

Jewellery brand Tanishq’s latest ad film has sparked a furious debate on social media, which is now being joined by the likes of celebrities like Richa Chadda and Kangana Ranaut. On the face of it, the ad is a lovely film that depicts religious harmony, ringing thematically of ‘oneness’ or ‘Ekatvam’.

But an insidious article and wave of opinionated criticism on the ad on social media has spooked the powerful brand to pull back the ad in a panic. Until now, no official statement has been released by Tanishq clarifying why they took down the film from their social handles.

Update: Tanishq has issued a statement.

Tanishq spokesperson said, "The idea behind the Ekatvam campaign is to celebrate the coming together of people from different walks of life, local communities and families during these challenging times and celebrate the beauty of oneness. This film has stimulated divergent and severe reactions, contrary to its very objective.

We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well being of our employees, partners and store staff."

Tanishq has officially withdrawn their ad after being trolled viciously. Here's why this is a very sad state of affairs, and context from other such ads that were trolled (and some, withdrawn) https://t.co/Nb0cSiTPHX pic.twitter.com/sn3IMBqdmC

— Karthik (@beastoftraal) October 13, 2020

.@TanishqJewelry :

Why are you showing a Hindu "daughter in law" to a muslim family and glorifying it?

Why dont 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...#BoycottTanishq

— khemchand sharma #IStandWithFarmersBill (@SharmaKhemchand) October 12, 2020

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? pic.twitter.com/cV0LpWzjda

— Shashi Tharoor (@ShashiTharoor) October 13, 2020

The concept wasn’t as much a problem as the execution was,the fearful Hindu girl apologetically expressing her gratitude to her in-laws for the acceptance of her faith, Isn’t she the woman of the house? Why is she at their mercy? Why so meek and timid in her own house? Shameful. https://t.co/LDRC8HyHYI

— Kangana Ranaut (@KanganaTeam) October 12, 2020

It's a beautiful ad.💗 https://t.co/b90dEiyLyw

— TheRichaChadha (@RichaChadha) October 13, 2020

In the past, Tanishq has tackled powerful themes of societal injustice in their ad campaigns and has stood by these campaigns despite backlash in the echo chamber of social media. Even as several real or perhaps fake users came forth to debase the advertisement, several Twitter verified handles also championed the film, called attention to it, and lamented that Tanishq had capitulated so easily.

Concerted efforts of social media bullying have become all the more common in the digital sphere, with every new instance of #Ban_InsertBrandName becoming a clarion call for the digital mob. Whatever bold and ambitious creativity ad agencies have to show is being stomped under a wave of illogical criticism. Even those who would find an ad distasteful would not call for such a severe action such as a ban.

It begs to question, why the ad attracted so much attention before an official press note was even shared with trade media along with a statement from a Tanishq spokesperson. The nuanced debate around the ideation and conception of the ad was killed before it even began.