On Monday, 'Boycott Tanishq' widely trended on Twitter after Tata Group's jewellery brand rolled out its latest commercial with a narrative around interfaith marriage. The ad was accused of promoting 'love jihaad'. After facing the wrath of netizens, the jewellery brand made it private and the commercial is no longer available on its official YouTube channel.
The video shared across social media platforms, showed a Hindu woman, married into a Muslim family, all set for her baby shower. Her in-laws were seen surprising her by replicating all the traditions as per Hindu customs.
As per a description by Tanishq, "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, cultures."
The ad left a section of Twitter furious and several Hindus alleged that it was 'promoting love jihaad'.
Love-jihad or Romeo-jihad is a conspiracy theory on alleged efforts by Muslim men targeting non-Muslim women for conversion to Islam by pretending to be in love. The term was coined after initial cases of conversion emerged in Kerala and subsequently Karnataka.