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Tanishq

Tanishq's Ekatvam ad campaign featuring an interfaith marriage sparked controversy with accusations of promoting "love jihad". The ad faced massive backlash on social media with calls for boycotting Tanishq. Within hours the video received thousands of dislikes forcing Tanishq to make the ad private and later take it down completely. Though the ad aimed to celebrate unity, it stimulated severe reactions contrary to its objective. Tanishq's stock price also fell after the withdrawal.

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Divam Arora
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117 views7 pages

Tanishq

Tanishq's Ekatvam ad campaign featuring an interfaith marriage sparked controversy with accusations of promoting "love jihad". The ad faced massive backlash on social media with calls for boycotting Tanishq. Within hours the video received thousands of dislikes forcing Tanishq to make the ad private and later take it down completely. Though the ad aimed to celebrate unity, it stimulated severe reactions contrary to its objective. Tanishq's stock price also fell after the withdrawal.

Uploaded by

Divam Arora
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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TANISHQ's Ekatvam

Introduction

 Tanishq, in its
advertising contextualized an inter-
faith marriage and showed how a
caring mother-in-law respected her
daughter-in-law's faith. 
 The video, which went viral on social
media, sparked controversy with
several people alleging that the
commercial promotes “love jihad”.
Impact
• The portrayal  drew criticism from a virulent section of the society
that threatened violence against the brand, forcing Tanishq to
withdraw its advertising.

• Within hours of the ad's release, the hashtag #BoycottTanishq


began trending.

• Monday afternoon the YouTube video had garnered over 2,000


dislikes and just 500 likes. The comment section was also quickly
disabled by the brand. 

 Amid the controversy, shares of Titan Company Limited, which


owns the Tanishq brand, fell 2.18% or ₹27.35 per share on the
BSE, to close at ₹1,229.75 per share.

 In the post withdrawal period, Tanishq’s search volume was almost


twice as high as compared to pre-withdrawal period.

 The brand manager of the brand was also targeted on social media
platforms.

 The main criticism levelled at the ad was that it promoted so-called


'love jihad' – a controversial term used to refer to inter-faith
relationships.
Response

 As a first response to the controversy the ad was made private on Tanishq's


YouTube Chanel 

 After few hours Tanishq decided to take down the advertisement 

 A statement from the company stated that “The idea behind the Ekatvam
campaign is to celebrate the coming together of people from different walks of
life and celebrate the beauty of oneness. This film has stimulated divergent and
severe reactions, contrary to its very objective,” a company spokesperson said.

 Tanishq's Ad maker later took it to Twitter to explain the point of advertisement


and the reasoning behind it 

 Issuing a statement regarding the pull-back, the company said it is withdrawing


the ad film, keeping in mind the hurt sentiments and well- being of their
employees, partners and store staff.
According to us Tanishq should have not pulled out of the
ad campaign

Tanishq should have used this opportunity and turned the


criticism to its favor as the criticism offered was flawed.

What could
Tanishq could have launched series of commercial
have been targeting more
Click to add textsocial issues and topics like these

done?  This controversy not only increased Tanishq’s visibility,


but also, burnished its brand reputation and value with the
overwhelming positive coverage

They could have used this momentum and clear the air by
giving a reply to its criticizers 
Thank You

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