Tanishq's oneness ad bares divide after firm succumbs to pressure

There are lessons in the controversy; brand should have held its ground: Analysts

Tanishq, the jewellery brand of the Tata-owned Titan Company, on Tuesday withdrew an advertisement from its YouTube channel after a furious backlash on social media. The video, 43 seconds long, showed a Muslim family organising a baby shower for their daughter-in-law, presumably Hindu. The brand captioned it: “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 and cultures.” The ad was originally part of Tanishq’s “Ekatvam”, or “oneness”, collection.
 
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