Tanishq, the Titan Company Limited owned jewelry brand, is yet again tangled in controversies over its new advertisement on Diwali. Earlier, Tanishq had to pull out its supposedly distinctive festival ad-campaign which featured an interreligious couple. This new advertisement is a part of the brand’s campaign “Ekatvam”, which is being heavily promoted across the digital media.
Bollywood personalities like Nimrat Kaur, Neena Gupta, Sayani Gupta and Alaya Furniturewala are featured in this new advertisement. The concept induces these personalities discussing their way to celebrate the festival of light. The actresses are seen talking about Diwali as a festival to brighten up with new clothing, spending quality time with loved ones and enjoying delicious sweets.
In a particular instance, while actress Sayani Gupta is expressing her delight over uniting with her mother after a significant time lapse, prominent dialogues encourage the need to stay away from crackers in this Diwali is noticed. Avoiding the bursting of crackers as it ushers air pollution, has not gone well within some segments of social media. Some users on Twitter explained that there are several other causes of air/noise pollution and the intentional pointing of avoiding crackers is being promoted “targeting” Diwali.
C. T. Ravi, BJP National General Secretary hailing from Karnataka, barged out on Tanishq saying that one should not explain to us how to celebrate our festival. He further added that Tanishq should concentrate on selling its products rather than lecturing people whether to burst crackers or not. He also said that Tanshiq will now the real meaning of “Ekatvam” if they join us lighting lamps, distributing sweets, and bursting green crackers.
Several people have backlashed at Tanishq by urging others to boycott their products. Hashtags such as #TanishqAdControversy #BoycottTanishq and #TanishqAd were trending on the micro-blogging platform today.