{"id":284530,"date":"2020-10-14T10:00:43","date_gmt":"2020-10-14T05:00:43","guid":{"rendered":"https:\/\/propakistani.pk\/lens\/?p=284530"},"modified":"2020-10-14T10:00:43","modified_gmt":"2020-10-14T05:00:43","slug":"india-not-shining-tanishq-takes-down-ad-about-hindu-muslim-unity","status":"publish","type":"post","link":"https:\/\/propakistani.pk\/lens\/india-not-shining-tanishq-takes-down-ad-about-hindu-muslim-unity\/","title":{"rendered":"India Not Shining: Tanishq Takes Down Ad About Hindu-Muslim Unity"},"content":{"rendered":"

Indian jewelry company Tanishq got creative with its latest ad for their Ekatvam<\/em> line, but the needless controversy they had to face made them pull the ad down. The subject of said controversy was interfaith harmony.<\/p>\n

The ad featured a baby shower for a Hindu bride organized by her Muslim in-laws. What’s so infuriating about inter-faith harmony? Hindu supremacists deem such an inter-faith marriage ‘love jihad<\/em><\/a>‘, alleging that Muslim men convert Hindu women in this manner.<\/p>\n

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The brand meant well with its jewelry line called “Ekatvam<\/em>” (the Hindi word for unity), but that’s not what the right-wing sections want. After all, this is the India where BJP and Indian Prime Minister Narendra Modi have made their fortunes out of demonizing Muslims.<\/p>\n

Opposition Congress party Member of Parliament (MP) Shashi Tharoor called on bigots to boycott India if they can’t handle ekatvam<\/em>.<\/p>\n

“Hindutva bigots have called for a boycott for highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim ‘ekatvam<\/em>‘ irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity – India?”<\/p><\/blockquote>\n

https:\/\/twitter.com\/ShashiTharoor\/status\/1315833504253374464<\/p>\n

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Despite positive reinforcement by people like Shashi Tharoor, the hate that the ad got online got out of hand and Tanishq was forced to pull the ad down. The company then released a statement saying they wanted to celebrate diversity, but the ‘divergent and severe reactions’ it prompted are ‘contrary to its objective’.<\/p>\n

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pic.twitter.com\/OyjAyld6Wp<\/a><\/p>\n

— Tanishq (@TanishqJewelry) October 13, 2020<\/a><\/p><\/blockquote>\n