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After backlash, Tanishq officially withdraws 'Ekatvam' advertisement on inter-faith marriage, issues statement

Earlier, while on one hand, Kangana Ranaut said that the "advert does not only promote love-jihad but also sexism", on the other, some actresses like Richa Chadha and Divya Dutta were sad that the ad was pulled down.

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An advertisement by popular and renowned jewellery brand Tanishq's about their latest collection titled 'Ekatvam' (Oneness) caused a stir online after netizens felt that the brand's ad featuring an interfaith baby shower, released last week, was promoting 'love jihad'. 

While many users trended #BoycottTanishq, some others condemned the bigotry and hate-filled comments and posts that encouraged such a trend, calling it completely against the idea of secular India.

Meanwhile, politician Shashi Tharoor too came forward and defended the ad and wrote, "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?"

However, in a fresh statement issued by the jewellery brand Tanishq, its spokesperson, while explaining the basic concept behind the ad, has stated that the company has decided to withdraw it keeping in mind 'the hurt sentiments and well being of employees, partners and store staff'.

Here's the statement: 

"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. 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."

Earlier, while on one hand, Kangana Ranaut said that the "advert does not only promote love-jihad but also sexism", on the other, some actresses like Richa Chadha and Divya Dutta were sad that the ad was pulled down. 

Divya, whose voice has been used in the ad, wrote on Twitter, "Yes it's my voice. It's sad it's taken off air. I loved it."

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