Threat calls to Tanishq store amid row over ad on Hindu-Muslim marriage

A screengrab from Tanishq ad

A store of Titan Group's jewellery brand Tanishq in Gujarat's kutch received threat calls amid row over an advertisement that was withdrawn after massive trolling on social media.

On Monday night, Tanishq's Gandhidham store was targeted over the ad. "On October 12, two people came to Tanishq store in Gandhidham and demanded to put up an apology in Gujarati. The shop owner had fulfilled the demand but he was getting threat calls. The news about the store being attacked is false," Mayur Patil, a police officer, told ANI.

The two men who barged into the store, forced the manager to write an apology note for the ad released last week. "The ad is shameful and we apologise (sic)," the manager is said to have written in the note, which was put up by the group outside the store.

"The store has not been attacked. However, I received some threat calls. The police have supported us," Rahul Manuja, manager of the store, told ANI.

Tanishq Takes Down Ad On Interfaith Couple Amid Social Media Outrage

Tanishq recently released a commercial to promote its new collection 'Ekatvam' (union). The video is set in the backdrop of the baby shower of a Hindu woman married into a Muslim family. It shows how she gears up for the function and her in-laws treat her with utmost care and respect.

However, this did not go down well with a section of Twitterati who soon started accusing Tanishq of promoting love-jihad and #Boycott Tanishq started trending across social media platforms on Monday. More than 19,000 people tweeted calling for a ban on the advertisement and the jewellery brand.

Owing to the incessant trolls, Tanishq had to take down the commercial.

On Tuesday, Tanishq and the Tata group were being slammed for cowering to social media pressure and withdrawing the ad. Some twitterati had linked the Tanishq ad to ‘love jihad'.

While launching the Ekatvam range, Titan had highlighted the theme of Oneness. "Each jewel from #EkatvamByTanishq, is meticulously crafted using art forms from across the country. Over 1,000 Karigars have spent countless hours creating these jewels that are a captivating ode to the beauty of oneness."

(With inputs from agency)

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