Tanishq states 'well-being of employees, partners and store staff' as reason for pulling down ad (updated)

The Advertising Standards Council of India also received a complaint against it

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Jewellery brand Tanishq has responded and stated why it withdrew its ad for the Ekatvam collection.

A 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.”

The statement was issued after Tanishq withdrew an ad after one of its films got adverse reactions on social media. Several comments on Twitter and Facebook labelled the ad anti-Hindu.

In the film, a Muslim household led by the mother was throwing a baby shower for her pregnant Hindu daughter-in-law.

Along with the #BoycottTanishq comments, a Tanishq employee was also targetted on social media.

The Advertising Standards Council of India (ASCI) also received a complaint against the advertisement, stating it to be objectionable since it promoted communal intermingling. The complaint was not upheld as it did not violate the ASCI codes.

Here's the statement from ASCI:

The advertisement in question, was viewed at ASCI by an independent multi stakeholder panel- The Consumer Complaints Council, which balances view points from industry, civil society, lawyers, consumer activists as well as domain experts. This panel was unanimous that nothing in the advertisement was indecent or vulgar or repulsive, which is likely in the light of generally prevailing standards of decency and propriety, to cause grave and widespread offence. The complaint was not upheld, as the advertisement did not violate the ASCI codes of honesty, truthfulness and decency in advertising. Therefore ASCI has no objection to the airing of this advertisement, should the advertiser choose to do so.