Tanishq store in Gujarat puts up apology note over withdrawn ad

Tanishq store in Gujarat puts up apology note over withdrawn ad”

While the note was placed in the showroom in Gujarat's Gandhidham, the owner continued to receive threat calls.

Calls to boycott the company after the release of the advert were trending on social media on Monday with some people accusing the company of promoting "Love Jihad".

Just days after a new 45-second advertisement aired, the Tanishq brand withdrew it from TV channels and its social media platforms on Tuesday, following a backlash from Hindu nationalists, including members of Prime Minister Narendra Modi's ruling Bharatiya Janata Party.

"The store has not been attacked". After disabling comments, Tanishq has finally taken down the film from Facebook and Twitter while the film link has been made private on YouTube.

It was pasted at the entrance of the outlet on October 12 and has since been removed.

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According to ANI, SP of Kutch (East) Mayur Patil said that two people had come to the jewellery store and demanded to put up an apology in Gujarati. Meanwhile, some also said that Tanishq's statement was not an apology but "a camouflage accusation [towards the] Hindus" and called for the person responsible for the ad to be fired.

The Tanishq commercial had showed a Muslim family preparing for an upcoming baby shower for their Hindu daughter-in-law.

In a statement on Twitter, Tanishq 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. The jewellery brand, part of the Tata company, said it was "deeply saddened with the inadvertent stirring of emotions". However, the advertisement didn't resonate well with a section of netizens, many touting it as "love jihad".

Last year, an ad for a detergent powder faced backlash after it sought to promote its brand showing Hindu-Muslim harmony.

The opposition to the ad gathered steam as "Boycott Tanishq" trended on social media after the outrage.

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