Tanishq by Titan, on Wednesday issued a statement over the ad showing a Hindu-Muslim couple. "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 company said in the statement.
The ad by Tanishq on Monday faced #BoycottTanishq trend on social media after it released the ad showing a Hindu-Muslim couple. #BoycottTanishq was top trending on #Twitter. More than 19,000 people tweeted calling for a ban on the advertisement and the jewellery brand.
After being slammed by Twitterati, Tanishq withdrew the advertisement for a jewellery range which showed an inter-faith marriage. On Tuesday, Tanishq and the Tata group were being slammed for cowering to social media pressure and withdrawing the ad. Some twitterati had linked the Tanishq ad to love jihad.
While launching the Ekatvam range, Titan had highlighted the theme of Oneness. "Each jewel from #EkatvamByTanishq, is meticulously crafted using art forms from across the country. Over 1,000 Karigars have spent countless hours creating these jewels that are a captivating ode to the beauty of oneness.".
Here's how Vivek Agnihotir and Swara Bhaker reacted to the removal of the ad: