Is the internet gradually turning into a platform to spread hatred? In contrary with the instance where it changed the lives of an old aged couple who are struggling to meet their ends running a small kiosk, internet on Monday housed yet another boycott hashtag. But this time it is over the ad which tried to celebrate the interfaith marriage.
Into details, micro-blogging website Twitter witness the hashtag #BoycottTanishq trending after the Indian jewellery brand aired an advertisement showing an interfaith couple.
The ad shows a Hindu woman who is married into a Muslim family is set for her baby shower. Her in-laws from the Muslim community were shown organising it in according Hindu beliefs to make their Hindu daughter-in-law feel comfortable.
This apparently irked the right-wing group as they claimed it is supporting, ‘Love-Jihad’ and started a war of opinions and comments on social media. Theories of Love-Jihad to the Hindu-Muslim agenda everything surfaced on social media which a section of users called for boycotting the Indian jewellery brand.
The ad, however, was released under the newly launched ‘Ekatvam’ collection by Tanishq ahead of the Diwali season. As read by the description of the video on the YouTube Channel, the collection is launched to be a beautiful confluence of two different religions, traditions, cultures.
Twitter users also brought Deepika Padukone, the brand ambassador into the controversy demanding her fall back. With the ad drawing unexpected wrath, the company has turned off comments on its YouTube page, given all the flak it has been receiving.