World Media

After outrage, Indian brand pulls ad with interfaith couple

Tanishq pulls ad showing inter-faith couple a sign of the angry fearful times in which we live

While The Indian Express said more than a 100 people went to the store and insisted that an apology be put up, ANI reported that only two people had done so. The television commercial, which has been withdrawn, narrated a lovely tale of inter-faith marriage. But many others condemned the bigotry and hate-filled posts pushing the boycott trend, calling it completely against the Idea of India. The video is no longer available on the YouTube channels of Tanishq after a barrage of tweets against the advertisement. The company later withdrew the advertisement after trolling on social media. It was pasted on the showroom's door on 12 October, and has since been removed, police said. However, the police claimed that there was no such attack.

Gujarat police have denied reports that a store owned by popular jewellery brand Tanishq was attacked by an angry mob amid row over its advertisement.

"No such attack has taken place", said Superintendent of Police, Kutch-East, Mayur Patil.

The advert by Tanishq - whose owners are from the Parsi minority who follow the Zoroastrian religion - showed a Muslim family organising a traditional baby shower for their Hindu daughter-in-law. "A lovely confluence of two different religions, traditions and cultures".

The statement further added, "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". The ad has divided social media and a section of the internet called out the company for promoting "love jihad" and "fake secularism".

"Love jihad" is a recent term coined by Hindu extremists to accuse Muslim men of seducing Hindu women and making them convert - a flashpoint issue in the officially secular country.

Tanishq said in a statement Tuesday that the ad was meant to celebrate diversity but that it made a decision to withdraw it due to the "divergent and severe reactions".