‘India’s Pluralistic Ethos is Its Soul, BJP Out to help Kill It’: Cong Leaders Slams Trolls in Tanishq Ad Row

‘India’s Pluralistic Ethos is Its Soul, BJP Out to help Kill It’: Cong Leaders Slams Trolls in Tanishq Ad Row
File photo of Congress leader Shashi Tharoor.

File photo of Congress boss Shashi Tharoor.

If Hindu-Muslim ‘ekatvam’ irks these individuals so much, why don’t they boycott this longest surviving symbol of Hindu-Muslim unity in the world – India?, Congress MP Shashi Tharoor asked on Twitter.

  • PTI New Delhi
  • Last Updated: October 13, 2020, 14:39 PM IST

Congress leaders on Tuesday lashed out at trolls that stirred a controversy over a Tanishq advertisement offering inter-faith unity and forced its revulsion, with party leader Shashi Tharoor inquiring why the “bigots” do not relĂ©gation India, which has been a symbol of Hindu-Muslim accord, unison, union, concord, unanimity. “So Hindutva bigots have called for a boycott of Tanishq Jewelry for highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim ‘ekatvam’ irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity in the world – India?” the MP from Thiruvananthapuram asked on Twitter.

His get together colleague Anand Sharma expressed shock within the controversy triggered by the advertisement and necessary protecting the country’s multi-religious plus multi-ethnic cultural mosaic from despise mongers. Controversy over the advertisement, fidèle have taken hatred to the extreme, he or she said.

“Shocked at the controversy triggered by a beautiful #tanishq ad in which a mother in law’s acceptance and love for her daughter in law has been attacked, is most distressing. The bigots have taken hate ludicrous extreme,” the former Union ressortchef (umgangssprachlich) wrote on Twitter. “Our multi-religious, multi-ethnic and multi-lingual cultural mosaic is the beauty and strength of India and that must be upheld and protected from hate mongers,” he or she added.

Congress’s deputy leader inside the Lok Sabha Gaurav Gogoi said the hate strategy against Tanishq is precisely the good reason that the country needs more symbols connected with Hindu-Muslim unity. “We need to celebrate India and her youth who are transcending barriers of religion, gender, caste and colour. Tanishq might have given up, proud Indians will not,” he composed on Twitter.

Congress spokesperson Supriya Shrinate said, “Come on Tanishq. Why must you succumb to bigots? Your ad is beautiful, it celebrates diversity and love. Only a sick mind sees anything besides that. Disappointed you gave in to hate.” Another party spokesperson, Shama Mohamed, said India Inc needs to raise it is voice against the tsunami of despise unleashed by the ruling Bharatiya Janata Party (BJP) and not succumb under pressure like the Tatas did on the Tanishq advertisement. “Our freedom fighters gave their lives for the idea of a pluralistic India. The BJP has polarised this country to the point that even the mere portrayal of Hindu-Muslim unity in the #tanishq ad has trolls up in arms. India’s pluralistic ethos is its soul, & #BJP is out to kill it,” she said in a tweet.

The Tanishq commercial on interfaith love induced a furious backlash on social media marketing with some accusing the jewellery make of promoting “love jihad”, prompting the company to help withdraw the film on Tuesday, citing hurt sentiments and the health of its staff. In a statement, Tanishq said it was “deeply saddened with the inadvertent stirring of emotions”. The video, it added, had “stimulated divergent and severe reactions, contrary to its very objective”.

The company’s move triggered an intense controversy on social media and elsewhere, just like the advertisement to promote its jewellery variety “Ekatvam” (oneness) had deepened social fault lines since its release the other day. The commercial opened the floodgates of debate and trolling using a flurry of tweets, some irritated and threatening, demanding a ban onto it and a boycott of the brand, a Tata product.

Tanishq first disabled reviews and likes or dislikes within the commercial on YouTube and on Tuesday, withdrew the video altogether. “We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well-being of our employees, partners and store staff,” a Tanishq spokesperson said in a statement.

The idea behind the “Ekatvam” strategy is to celebrate the coming together of folks from different walks of life, local residential areas and families during these challenging instances and celebrate the beauty of oneness, the business said.


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