Tanishq's store in Gujarat receives threats, police stationed in the area | time today

Jewellery brand Tanishq pulled its latest ad featuring a Hindu woman and her Muslim mother-in-law off all online platforms on Monday after a backlash on social media, which saw #BoycottTanishq trending on Twitter. The ad for Tanishq’s new collection called Ekatvam – which means ‘oneness’ – showed a Muslim family organising a traditional Hindu baby shower ceremony for their Hindu daughter-in-law. The caption for the 45-second ad 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.”

While the ad, released on October 9, was appreciated on social media by Congress MP Shashi Tharoor, actor Richa Chadha, and others for its message of “Hindu-Muslim unity”, a large number of users including former BJP MP Kothapalli Geetha and Khemchand Sharma, a member of the BJP’s IT and social media committee, tweeted against it.

As the social media campaign accusing Tanishq of promotinKg “love jihad” by celebrating an interfaith marriage gained momentum, the brand first disabled the comment section and likes/dislikes on YouTube and, late on Monday evening, withdrew the video.