14:08 GMT29 October 2020
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    Tanishq, a leading jewellery brand in India, came under fire on social media for its latest advertisement that featured a mixed Hindu-Muslim family. The ad, intended to highlight the union “of two different religions and cultures”, angered some people because it showed a Hindu girl married into a Muslim family rather than the other way round.

    Popular Indian jewellery brand Tanishq has cancelled its latest advertisement campaign Ekatvam (Oneness) after it caused a massive backlash on social media for featuring an interfaith married couple. 

    Viewers attacked the brand with a Twitter campaign #BoycottTanishq and criticised it for promoting “love jihad”, a derogatory reference to interfaith couples with a Muslim husband and a Hindu wife.

    The video of the advertisement was made private on its YouTube channel after the controversy. However, Tanishq has yet to make a formal statement on the decision to withdraw the campaign.

    Several political leaders, including Congress parliamentarian Shashi Tharoor have come out in support of Tanishq, saying those rejecting the advertisement should boycott India - the longest surviving symbol of Hindu-Muslim unity in the world.

    The advertisement, which was released on 9 October, showed a Muslim family throwing a traditional Hindu baby shower for the pregnant daughter-in-law. However, a section of people took offence because the ad showed a Hindu bride at a Muslim home and not the other way round. 

    Earlier, detergent brand Surf excel and tea brand Red Label had faced such a backlash for advertisements showing Hindu-Muslim unity. 


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