Tanishq's Ekatvam Diwali ad earns Twitteratis' ire; ad withdrawn

It was around a month ago that jewellery brand Tanishq had faced severe backlash on social media for its ad for ‘Ekatvam’ range that supported inter-faith marriages. Now a month later, Tanishq is being heavily trolled again for its ‘Ekatvam’ ad for Diwali. The ad showcases some Bollywood actresses speaking about how they are planning to celebrate Diwali this year. One of the actresses is shown asking people not to light firecrackers.

The ad features Neena Gupta, Sayani Gupta, Alaya F and Nimrat Kaur, who are shown talking about their plans for Diwali this year. Sayani Gupta says in the ad, “Definitely no firecrackers, I don’t think anyone should light any firecrackers”. All the actresses speak about spending Diwali with their friends and families and dressing up for the festival.

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The ad hasn’t gone down well with Twitteratis, who have slammed the ad and Tanishq for trying to advise Hindus how to celebrate their festivals. “Why should anyone advice Hindus how to celebrate Our Festivals,” tweeted CT Ravi, BJP Karnataka Leader. “Don’t you dare preach,” tweeted @jananisampath. “Diwali is a religious festival, not an English NewYear extended holiday,” said another Twitter user @RatanSharda55. Some tweets also accused the brand of polarising consumers on religious lines. 

However, not everyone was slamming Tanishq and there were several supporters as well. Twitter user @Bharti0215 asked, “What’s wrong in #tanishq ad?? I loved it. Why people have to see negativity and hatred in everything these days?” Another Twitter user @ShreyMakwana1 remarked, “I don’t know why people think that their festivals/ religion are being attacked by an advertisement that is just trying to give a social message to not burn crackers.”

One would recall that in the case of the Ekatvam ad showing an inter-faith marriage, the critiques went beyond just online trolling. Tanishq’s employees were threatened and some people entered a showroom in Gujarat and forced the management to issue a public apology.


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