More number of people have seen the now-withdrawn Tanishq advertisement as the controversy also created a "movement" where many are buying Tanishq products to take a stand, the advertisement campaign's creator said on Tuesday. The ad showed realities and, after the controversy, a silent majority of people has started speaking out against a vocal minority, according to Amit Akali, Managing Partner and Creative Head of 'Whats Your Problem', the agency behind the advertisement campaign.
In an interview to PTI, he also asserted that no one would have expected the backlash because "communal harmony is the centre of our fabric".

Nevertheless, on withdrawing the advertisement, he termed Tanishq as a "brave" company that considered safety of employees in the face of the controversy. The USD 120-billion Tata Group chose to withdraw the 55-second Tanishq advertisement, which shows a Muslim mother-in-law caring for her pregnant Hindu daughter-in-law, in the wake of a furore online and displeasure among certain groups for alleged communal tones. "People are going out there and telling us that we will not let this film get deleted, they are sharing the film on their own even though it has been removed. Or there is a movement where people are buying Tanishq and showing us the bills," Akali told PTI.