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“Deeply Saddened By Stirring Of Emotions”: Tanishq Responds To Trolled Ad

The advertisement, released last week, has been targeted by a section on social media who felt it "promoted love jihad"

Updated 14th October 2020 | 10:22 IST

Actor Divya Dutta, who lent her voice to a controversial Tanishq advertisement, has said that she is saddened by the company’s decision to tug it down after online backlash. The 45-second ad featured a Muslim family celebrating a standard South Indian baby shower ceremony for his or her pregnant daughter-in-law.

Answering a Twitter user’s question if it had been indeed her voice within the ad, she wrote, “Yes it’s my voice. It s sad it begins air. I loved it.” When another Twitter user wrote that they had ‘nothing against her’, but ‘but wrong is wrong’, Divya responded, “But sir don’t we all promote brotherhood?? We as India are all that. That’s our soul sir. Unity in diversity bachpan mein sunte the. Aise to kitne ads hote the. Koi kuch nai kehta tha.. par chalein sabke apne vichar (We want to be told of our unity in diversity. There are numerous other ads that nobody comments about, but to every his own)!”

Tanishq during a statement said that it pulled the ad “keeping in mind… the well-being of our employees, partners, and store staff.” The statement read: “The idea behind the Ekavatam campaign is to celebrate the approaching together of individuals from different walks of life, local communities and families during these challenging times and celebrate the sweetness of oneness. This film has stimulated divergent and severe reactions, contrary to its very objective. We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well being of our employees, partners, and store staff.”

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The advertisement attracted conflicted reactions from people on social media. While actor Kangana Ranaut claimed that it promoted ‘sexism’ and ‘love jihad’, others like Richa Chadha and Swara Bhasker were against its removal. Author Chetan Bhagat commented, “Dear #tanishq, most of the people attacking you can’t afford you anyway. And given where their thinking will take this economy, they soon won’t have jobs and hence definitely won’t ready to buy anything from #tanishq within the future too. Don’t worry about them.”

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