Union Home Minister Amit Shah
Union Home Minister Amit Shah
Photo Credit: PTI

A jewellery advertisement that championed the harmonious co-existence of a Hindu bride with her Muslim in-laws became the focus of social media activism recently. The short ad by Tanishq, for their Ekatvam series had depicted a Hindu woman who is surprised to find that an elaborate ‘baby shower’ ceremony has been organised as per Hindu rituals by her in-laws.

And even as many saw a parallel with their own multi-cultural and multi-religious families others took to social media platforms with venomous comments. Some accused Tanishq of promoting 'Love Jihad' while others screamed for the jewellery brand to be boycotted. And as the brand eventually made the video unavailable on their YouTube channel, many crowed about their victory.

Since then, many have condemned the turn of events. While some alleged that the secular fabric of the country was being attacked, others wondered what had been the problem with the advertisement in the first place.

The criticism is not limited to social media alone. Last week on Saturday, Home Minister Amit Shah had also spoken about the situation. "Such small incidents cannot break the social harmony of our country. I believe there shouldn’t be any form of over-activism,” he had told News 18 during an exclusive interview.

Reacting to a news headline about the same, suspended Congress leader Sanjay Jha on Monday lauded the Home Minister. "Well done Mr @AmitShah ! Thanks! India cannot afford this nonsensical rubbish. We are one. And will always be," he tweeted.

Incidentally, Shah's comments have drawn a mixed bag of reactions from social media users. While many of those who have been baying for blood over the last few week appeared to be irked by the seeming lack of support (one user even called it "the worst form or betrayal"), others have applauded the Home Minister.

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Free Press Journal