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Tanishq bashed for showing Hindu-Muslim marriage in new ad, twitterati calls it 'love jihad'

Several users including Kangana Ranaut on the site accused the jewellery brand of promoting "love jihad" and "fake secularism" through the advertisement.

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In its latest outrage, Twitter lashed out against Titan Group's Tanishq Jewellery that featured an interfaith married couple. The advertisement was not received warmly by the audiences with #BoycottTanishq among the top trends on the social media platform. 

For background, the advertisement was released by the brand on October 9 and showed a Muslim family preparing for a traditional Hindu baby shower for their pregnant Hindu daughter-in-law.

Several users on the site accused the jewellery brand of promoting "love jihad" and "fake secularism" through the advertisement.

Kangana Ranaut also tweeted about the advertisement and said, "The concept wasn’t as much a problem as the execution was, the fearful Hindu girl apologetically expressing her gratitude to her in-laws for the acceptance of her faith, Isn’t she the woman of the house? Why is she at their mercy? Why so meek and timid in her own house? Shameful." 

Following the backlash the YouTube link for the ad was made private, making it unavailable for people to view it.

Check out some reactions here. 

For the uninformed, "Love jihad" is a term coined by Hindu extremist groups, referring to an alleged campaign by Muslims to convert Hindu girls under the pretense of love.

WHAT IS THE ADVERTISEMENT ABOUT?

The advertisement by Tanishq promoted a new jewellery line called "Ekatvam". 

In the 45-second advertisement, members of a Muslim family can be seen celebrating a traditional Hindu ceremony for their daughter-in-law who appears to be a South Indian.

The description of the video on YouTube also reads, "She is married into a family that loves her like their own child. Only for her, they go out of their way to celebrate an occasion that they usually don’t. A beautiful confluence of two different religions, traditions, cultures."

Earlier, a Surf excel advertisement had also received backlash after it sought to promote its brand showing Hindu-Muslim harmony. Those criticising the advertisement called it "Hindu-phobic" and that it promoted "love jihad".

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