- Noopur Jambhekar
It’s the second time in a month that Tanishq has faced severe criticism from people over its ad campaign. This time for its Diwali ad.
Tanishq’s new EKATVAM advertisement featuring Sayani Gupta, Alaya F, Neena Gupta and Nimrat Kaur celebrating Diwali and promoting no use of crackers to keep the environment clean has led it to another boycott over the internet and #BoycottTanishq trends again.
Tanishq took down the video from its site after facing backlash. The video shows the four actresses talking about what they love about Diwali and their plans to celebrate the festival this year.
The ad wasn’t just about promoting a cracker-free Diwali but also about being with your family. It promotes oneness. Experts say it’s sensitive and complicated to talk about religion so the brand tried playing safe this time. It portrayed Hindu women of upper class who despite their age were celebrating the festival together, thus advocating to the brand’s idea of catering to women of all ages.
We don’t quite understand what put the Twitterati off with this ad. Celebrating a cracker-free Diwali is only one message that the ad shows but people seemed offended by the manner in which it was portrayed. They labeled the brand to be fostering to anti-Hindu propagandas and vilifying their culture.
It appears as if the memories from Tanishq’s last ad are still fresh and mere seeing the brand’s name has upset the people. They are calling out the brand for “advising Hindus on how to celebrate their festival”.
“Saw a recent ad campaign by @TanishqJewelry where some bimbos prattle vacuously about how Deepavali is about buyingclothes and jewellery. Looks like this is the new woke line. Strip Deepavali of all religious significance and make it a kind of a glorified kitty party with lights!”, said a user. People over the internet, made the advertisement about religion when it only
talked about trying to reduce the pollution.
“Lets unite to boycott @TanishqJewelry N Don't but anything from it, this dhanteras This dhanteras, be vocal for ur own hindu local businesses, but never buy from tanishq! Coz it only spreads #lovejihaad”, said another user.
