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<ul><li>Advertising Standards Council of India (ASCI) also received a complaint against the <keyword id="10099376" type="UNKNOWN" weightage="20" keywordseo="tanishq-advertisement">Tanishq advertisement</keyword>, stating that it promoted communal intermingling. </li><li>The industry body has, however, dismissed the consumer complaint. </li></ul>Tanishq launched a campaign ‘Ekatvam’, which showed the baby shower of a Hindu woman married to a Muslim man. The ad, if anything, celebrated inclusivity by showcasing an inter-faith marriage. The ad however, did not go down well with a lot of people. The ad was trolled by people who said it normalized ‘Love jihad’. The brand, to the disappointment of a lot of people, succumbed to this social media trolling and removed it from all its social media handles.<br /><br />The Advertising Standards Council of India (ASCI) also received a complaint against the Tanishq advertisement, stating it to be objectionable since it promoted communal intermingling and the industry body has dismissed the complaints. <br /><br />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.<br /><br />The India Chapter of the International Advertising Association (IAA) appealed to the concerned Governments to take a serious view of such intimidating behaviour. It said that any attempt to stifle with the fundamental<br />right to express and receive commercial expression as guaranteed in Section 19 (1) (A) of the Constitution of India, should be condemned in the strongest of terms.<br /><br />IAA spokesperson said, "The IAA has always stood for freedom of commercial speech and expression, self-regulation and gender-parity. Our many meaningful initiatives in these areas stand testimony to that commitment. The marcom industry has always used its creative depth to create messages that promote amity, peace and harmony in every area of life and work. . The events which led to the recent Tanishq advertisement being pulled back are very unfortunate. While we respect the opinion of every individual on subjective matters, these should not descend to illegal threats and anti-social behaviour.<br /><br />We appeal to the concerned Governments to take a serious view of such intimidating behaviour and take exemplary action where required to ensure that businesses are provided a safe environment to communicate their<br />brand advertising messages and contribute to economic resurgence of the country.<br /><br />Advertising Agencies Association of India (AAAI) also disapproved the targeting of the recent <keyword id="2851713" type="PERSON" weightage="20" keywordseo="Tanishq-Ad">Tanishq ad</keyword> featuring an inter-faith couple.<br /><br />In a statement released to the press, The association said, " The threats against Tanishq as well as its employees, which led to the withdrawal of the advertisement, are a matter of great regret and concern. The advertisement in question, in fact, had been viewed at the Advertising Standards Council of India (ASCI) by an independent panel- The Consumer Complaints Council, which is representative of multiple stakeholders from industry, civil society, lawyers and consumer activists. The panel found nothing in the advertisement that was indecent or objectionable or repulsive that could lead to grave and widespread offence. There is a consensus among all allied bodies and The International Advertising Association (IAA) India Chapter and The Advertising Club also support this." <br /><br />Tanishq had also issued an apology and pulled down its ad after its employees received several threats. <br /><br />“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,” said Tanishq Spokesperson. <br />

Nothing in the Tanishq ad was indecent, vulgar or repulsive: ASCI

<ul><li><strong><keyword id="247533" type="PERSON" weightage="20" keywordseo="Karthik-Srinivasan">Karthik Srinivasan</keyword>, Independent Brand Consultant and Social Media Expert <a href="https://beastoftraal.com/2020/10/13/tanishqs-ekatvam-the-oneness-broken/" data-type="tilCustomLink">writes</a> why Tanishq's ad has been withdrawn. </strong></li><li><strong>He traces some of the old Hindu-Muslim ads that have been trolled in the past for assorted reasons or have been withdrawn, too. </strong></li></ul>Have you seen the new Tanishq Ekatvam ad film titled ‘Confluence’? No?<br /><br />You cannot, anymore. Because Tanishq has officially succumbed to the online trolls and removed the video from all their platforms.<br /><br />Watch a copy of the ad, here:<br /><div type="twitter" handle="ShashiTharoor" handlename="Shashi Tharoor" image="http://pbs.twimg.com/profile_images/1280501371431800833/aoWxPcWK_normal.jpg" favoritecount="11107" retweetcount="2267" status="So Hindutva bigots have called for a boycott of ⁦@TanishqJewelry⁩ for highlighting Hindu-Muslim unity through this… https://t.co/V9IiFtEmgU" createdat="1602554129000" id="1315833504253374464"></div>They started with comments enabled and Likes/Dislikes allowed. Then they disabled both. Finally, they have removed the video.<br /><br />Why?<br /><br />The kind of comments they are getting for the same video on Facebook would offer you a reason. Here’s a snapshot. There’s a lot more on Twitter that’s hundred times more vile and vicious, including naming and abusing specific employees of Tanishq.<br /><br />        <div type="image" title="tanishq-ekatvam-FB-comments-1536x690" msid="78633618" hostid="261"></div><br />To be honest, I was very, very surprised that someone at Tanishq and their ad agency considered this script, passed it for production, and were bold enough to release it now. That this needs to be called ‘bold’, in itself, is an odd situation to be in. We had a time when a Milind Soman and Madhu Sapre wore nothing but a snake to sell shoes and we used to call <em>that</em> ‘bold’.<br /><br />Within days of its release, the ad has found virulent denouncement. And boycott calls too.<br /><br />So what exactly is the problem in the ad according to the detractors? It supposedly normalizes “Love Jihad”, a term that has been categorically stated in the Parliament as a non-existent concept by the ruling party’s own <a href="https://bit.ly/3nFWXwY" target="_blank">junior home minister G Kishan Reddy in February 2020</a> (much like there is no record, meaning, explanation or context for ‘tukde tukde gang’, a term used to defame anyone not fitting a particular narrative).<br /><br />        <div type="image" title="no-love-jihad-parliament" msid="78633628" hostid="261"></div><br />Not all inter-faith marriages deserve to be called out derogatorily or sweepingly denounced or dismissed.<br /><br />Does the ad claim that this is representative of all of India? No.<br />Does the ad showcase violence between people? No.<br />Does it show that people live in harmony, beyond their religion? Yes.<br />Is this kind of harmony impossible? No.<br />Is this kind of harmony needed? Of course.<br /><br />So, what’s the problem then? The problem is supposed to be that since gullible Hindu women (who, under the ‘Love Jihad’ conspiracy theory, have no agency of their own and are mere puppets that can be led anywhere) are being lured by rabid men from Islam/other religions, according to the theory of “Love Jihad”, this ad shows the opposite – that a Hindu woman is living peacefully with her Muslim husband and family, who are arranging an extensive Hindu-style VaLai Kaappu ceremony (Godh Bharai/Indian-style baby shower) for her.<br /><br />Is the man shown in the ad violent and abusive? No.<br />Is the family ill-treating their daughter-in-law? No.<br />Is this scenario impossible? Hardly.<br /><br />I have at least 3 friends with the same set-up – Hindu wife-Muslim husband. They are living as normally as anyone else. They celebrate both festivals with equal fervor.<br /><br />So, can’t the ad showcase what-could-be? Of course, it can. That’s what advertising does anyway – showing the what-is-possible scenario. And this is not necessarily a make-believe world – it is what it is, at least when I look at my own friends. The what-could-be is usually based on insights on user behavior, with the usual advertising-led exaggeration layered in.<br /><br />Are there exceptions to what’s being shown? Absolutely, there could be.<br />Do exceptions become the norm? Not at all. They are not, and shouldn’t.<br /><br />The other major gripe with the ad, as per angry comments is, “Why can’t they show the reverse? A Muslim wife and Hindu husband?”.<br /><br />Yeah, why not? But, <a href="https://bit.ly/closeup-2018">Closeup, the toothpaste brand, tried showing both, in 2 different ad films, in a 2018 campaign</a> (my post from 2018 has all the context, but the videos have been removed by Closeup). Both got trolled heavily and Closeup withdrew both! There’s no end to this trolling.<br /><br />          <div type="image" title="closeup ad" msid="78633641" hostid="261"></div><br />        <div type="image" title="closeup ad 1" msid="78633657" hostid="261"></div><br />So, I’m genuinely surprised that Tanishq and its agency actually passed this, knowing fully well the kind of reactions it may lead to. I’m fairly sure they do not live in a bubble to not know what kind of reactions to expect for this ad film.<br /><br />All they are showing is a happy, sane and peaceful coexistence of religions. But in a situation where there is a constant need to hold up a villain for people to be perpetually angry and fearful about, this ad becomes yet another easy target.<br /><br />Tanishq hasn’t done anything wrong, or haven’t shown anything to be ashamed of. So, it is sad that they had to succumb to the online trolling and withdraw their ad.<br /><br /><div type="twitter" handle="bysurbhigupta" handlename="Surbhi Gupta سربھی گپتا" image="http://pbs.twimg.com/profile_images/1191368606921084928/H8tGptdw_normal.jpg" favoritecount="10365" retweetcount="1846" status="&quot;I will not buy jewelry from #Tanishq&quot;&quot;Why beta?&quot;&quot;Because they show a loving Muslim family and how caring they ar… https://t.co/VnQpw6LbMM" createdat="1602497250000" id="1315594936771727361"></div><br />For context, here are a few other ads that tread this ground, between the 2 religions. Most of them have been trolled for assorted reasons and some of them have been withdrawn too.<br /><br /><strong>Surf Excel – Holi, February 2019 | Agency: Lowe Lintas Mumbai</strong>        <div type="Youtube" id="Zq7mN8oi8ds" title="Surf Excel Holi 2019 | This Holi, let colours bring us together!" thumbUrl="https://i.ytimg.com/vi/Zq7mN8oi8ds/mqdefault.jpg"></div><br /><strong>Closeup Lost Loves: Naghma &amp; Arghadeep, November 2018 | Agency: Lowe Lintas and VICE Media</strong><br />        <div type="Youtube" id="mfCMKVQRGQg" title="Closeup Lost Loves: Naghma &amp; Arghadeep #FreeToLove" thumbUrl="https://i.ytimg.com/vi/mfCMKVQRGQg/mqdefault.jpg"></div><br /><strong>Closeup Lost Loves: Adithi &amp; Umar, November 2018 | Agency: Lowe Lintas and VICE Media</strong><br />        <div type="Youtube" id="yj9IJY_IY3I" title="Closeup Lost Loves: Adithi &amp; Umar   #FreeToLove" thumbUrl="https://i.ytimg.com/vi/yj9IJY_IY3I/mqdefault.jpg"></div><br /><strong><strong>Brooke Bond Red Label – Ganesha, September 2018 | Agency: Ogilvy</strong><br /><strong>        <div type="Youtube" id="AWsTJvM7jG4" title="Brooke Bond Red Label Ad Film" thumbUrl="https://i.ytimg.com/vi/AWsTJvM7jG4/mqdefault.jpg"></div><br /></strong><strong>Brooke Bond Red Label – Neighbours, April 2014 | Agency: Ogilvy</strong><br /></strong>        <div type="Youtube" id="tQuddKFhfFA" title="Red Label New Ad -- Neighbours" thumbUrl="https://i.ytimg.com/vi/tQuddKFhfFA/mqdefault.jpg"></div><br /><strong>Kaun Banega Crorepati promo, July 2014 | Agency: Leo Burnett</strong><br />        <div type="Youtube" id="xjRto40PKts" title="KBC launch promo 2014-Neighbours" thumbUrl="https://i.ytimg.com/vi/xjRto40PKts/mqdefault.jpg"></div><br /><strong>- By<a href="https://beastoftraal.com/2020/10/13/tanishqs-ekatvam-the-oneness-broken/" data-type="tilCustomLink"> Karthik Srinivasan</a>, Independent Brand Consultant and Social Media Expert</strong><br />

Tanishq pulls down its latest Hindu-Muslim Confluence ad, expert writes what exactly happened

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Nothing in the Tanishq ad was indecent, vulgar or repulsive: ASCI

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Tanishq pulls down its latest Hindu-Muslim Confluence ad, expert writes what exactly happened

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