Jewellery brand Tanishq’s one-step-forward-two-steps-back attitude towards the reception of its recent advertisement has led to a much needed discussion on the role of brands and advertisers amidst an increasingly communal political climate.

Of late, many brands have voiced an intention to be more careful while selecting news channels for placing advertisements so that they don’t inadvertently end up endorsing toxic content in their shows. Most recently, Bajaj industries and Parle Products have taken a firm stand to boycott news channels that promote toxic or aggressive content. Industrialist Rahul Bajaj went so far as to boycott three news channels.

In the middle of all of this comes news of Tanishq feeling pressured to drop its advertisement showing a Muslim family erforming the god-bharai ceremony of their Hindu daughter-in-law. The brand initially faced backlash from the right-wing Hindutva extremists who claimed the advertisement supported ‘love jihad.’ Then Tanishq faced the second wave of criticism from liberals and others who were disappointed to see the jewellery brand take down the advertisement.

This sparked a huge debate on social media on whether Tanishq should have given in to the right-wing trolling.

zomato was selling chole bhature/dal makhni not Gold and Diamonds. Check out Tanishq stores now in Delhi etc, all are putting banners outside stores that the do no agree with ad. Its festival season of Navratri and Diwali and it cannot afford hurting Hindu sentiments @Nidhi

— Dev (@Dev71225527) October 13, 2020

Chetan Bhagat too offered his two cents:

Dear #Tanishq,

some of us live with,deal with and thrive with trolling everyday. If you know you are in the right, as a company people trust, be more solid. Don’t let bullies trample Indian unity, creativity and expression.Make a statement. Keep the ad. Stay strong. Stay Indian.

— Chetan Bhagat (@chetan_bhagat) October 13, 2020

The Zomato example mentioned on Twitter refers to an incident that tool place in 2019, when the food delivery app rreceived a bigoted complaint from a client. Zomato refused to bow down to the communal demands of the client who did not want to accept delivery from a Muslim delivery boy and the brand received much praise for its strong stand. While the person talked about ‘being bullied’ into accepting the delivery, Zomato tweeted the following reply on Twitter.

Food doesn’t have a religion. It is a religion. https://t.co/H8P5FlAw6y

— zomato india (@ZomatoIN) July 31, 2019

The fact that Zomato’s Founder Deepinder Goyal endorsed this view only increased people’s appreciation for the ethical stand.

We are proud of the idea of India – and the diversity of our esteemed customers and partners. We aren’t sorry to lose any business that comes in the way of our values. ?? https://t.co/cgSIW2ow9B

— Deepinder Goyal (@deepigoyal) July 31, 2019

A proof of this appreciation lies in the fact that people have compared the two companies’ behaviour when faced with bigotry.

@Zomato was trolled too, but it stood its ground on food having no religion. It did not affect its business. Companies need to put some research into how much of the trolling actually reflects public opinion and has any potential to impact business. https://t.co/8ymFrdNXUA

— Deeptiman Tiwary (@DeeptimanTY) October 13, 2020

Indeed, an interesting parallel can be drawn between the criticisms received by the two brands following their reaction to the bigoted action against them. Tanishq was heavily criticized and called spineless.

Rajiv Bajaj on one side and the surrender of Tanishq on the other. Difference between spine and supine.

— barkha dutt (@BDUTT) October 13, 2020

Wow @TanishqJewelry that’s all it took? What would you do if you were a woman on twitter who faced this every day? Another reason to have more women CEOs

— sunetra choudhury (@sunetrac) October 13, 2020

On the other hand, Zomato was lauded with appreciation and memes.

pic.twitter.com/yE8tEDxLFR

— KΛJӨᄂ (@Leonotcaprio) July 31, 2019

pic.twitter.com/UWAUhoBu54

— Scotchaholic (@shreygandhi) July 31, 2019

This stark contrast in the two incidents, merely a year apart, suggests that the tide might be turning. The political environment in the country has not changed much over the course of a year. However, there has been a growing unrest among the masses since December 2019 along with a rise in censorship. More and more activists are being booked under the Unlawful Activities (Prevention) Act, compelling people to voice their opinion more carefully than ever.

Considering this backdrop in which Tanishq felt compelled to pull back its advertisement, a disturbing thought arises that is voiced by one of the netizens on Twitter.

Secular India couldn’t bear an advertisement by #Tanishq promoting inter-religion relations?
The brand was criticized for the advertisement and it has been taken down just because it portrayed two “humans” happy.
Well “secular” and “India” don’t go together anymore.

— Trio.says (@Trio02817961) October 13, 2020

Related:

More brands withdraw advertising from news channels airing hateful content

Tanishq takes down advertisement after being bullied by trolls for depicting ‘Love Jihad’

Will advertisers consider punishing TV channels for unethical TRP strategies?

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The post Why did Tanishq take down its ad; why not fight back like Zomato? appeared first on SabrangIndia.

Barely a day after it was viciously trolled by the right wing ‘online warriors’ on Twitter for an advertisement depicting a Muslim family conducting the pre-birth ritual of ‘god bharai’ for their Hindu daughter-in-law, jewellery brand Tanishq took down the advertisement. The trolls went into a frenzy and accused the advertisement of “glorifying love jihad”.

Titan Ltd owned jewellery brand Tanishq’s latest campaign ahead of the festive season of Dussehra, and Diwali, was about intercultural, and interreligious love and harmony, and was titled “Ekatvam” (Oneness). However, for the trolls on the look out to spread hate this 5-second ad featuring a Muslim family celebrating a traditional Hindu ceremony for their pregnant daughter-in-law, was ‘love jihad’.

The term itself has been created and glorified by right wing by Hindu extremist groups who use it to attack any Hindu-Muslim couple. According to them Hindu women are being lured into love and marriage by Muslim men. The right wing fuels the hate narrative that there is an alleged ‘campaign’ to convert Hindu girls via marriage to become Muslims.

The Tanishq advertisement showing one such family, where the Hindu woman is pregnant and is being shown much love and respect by her Muslim in-laws has irked the supremascits groups which thrive on anti-minority rhetoric. According to a news report, Tanishq is yet to make any statement on its decision to withdraw the campaign.The advertisement was released on October 9, trolled on October 12, and withdrawn on October 13.

The brand was criticised by trolls for promoting ‘fake secular sentiment’. Trolls also accused it of “hurting feelings of a particular religious community” reported the Mint. All day, on October 12 the hashtag #BoycottTanishq trended and called for a ban on the advertisement and a boycott of the jewellery brand.

The BARE MINIMUM we should do is #BoycottTanishq till next Dhanteras. This nonsense will pervade and pervert if we take it lightly. Just taking down the ad is not sufficient. The concept designers should be kicked where it hurts. https://t.co/2WRWc9OkwQ

— Neeraj Atri (@AtriNeeraj) October 13, 2020

Meanwhile, many, such as Senior Congress leader Shashi Tharoor tweeted in support of the “Hindu-Muslim “ekatvam” 

So Hindutva bigots have called for a boycott of ⁦@TanishqJewelry⁩ for highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim “ekatvam” irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity in the world — India? pic.twitter.com/cV0LpWzjda

— Shashi Tharoor (@ShashiTharoor) October 13, 2020

Advertising experts believe the new campaign is in line with the brand’s core way of communicating with consumers, stated a report in The Mint, quoting Sambit Mohanty, creative head (South), McCann Worldgroup India, the ad nicely depicted a confluence of two religions using a family ‘godh bharai’ or baby shower as backdrop.  He added, “Rather, it portrays a picture of harmony, love and genuine affection – which is the idea of India. That said, religion is an extremely touchy topic these days and brands usually stay away from such narratives. Though it isn’t wrong, it’s very bold of Tanishq to have tried something like this.”

Naresh Gupta, co-founder and chief strategy officer, Bang In The Middle, said there is not one thing that is wrong in the campaign, “It’s sad that Tanishq bowed down to a few trolls and bigots. For me, it’s one one the best ads of 2020,” the Mint reported.

Make an ad promoting religious harmony.
Response by RW #BoycottSurfExcel

Make an ad promoting religious harmony.
Response by RW #BoycottRedLabel

Make an ad promoting religious harmony.
Response by RW #BoycottTanishq

Ok Simple ad.
Response by RW#BoycottHindustanUnilever pic.twitter.com/NjIcEs2pAZ

— Mohammed Zubair (@zoo_bear) October 12, 2020

According to a report in The Print, over 17,000 people had tweeted with the hashtag calling for a ban on the advertisement and a boycott of the jewellery brand. Following the backlash the YouTube link for the ad was made private, making it unavailable for people to view it, it stated.

Related:

More brands withdraw advertising from news channels airing hateful content

Republic TV, two others accused of TRP fraud

Will advertisers consider punishing TV channels for unethical TRP strategies?

UP BJP Spokesperson calls consensual marriage ‘love jihad’

The post Tanishq takes down advertisement after being bullied by trolls for depicting ‘Love Jihad’ appeared first on SabrangIndia.