In this age of social media, you never know whether your concept will bomb or become a hit. A recent campaign of the jewellery brand Tanishq, called Ekatvam, which means oneness, was trolled mercilessly. The trolls accused the brand of promoting love jihad.
After Tanishq made their new campaign public on October 10, ahead of the festive season, in no time the ad was given a negative spin. Within three days, Tanishq had to take their promotional film down and also issue an apology on their official Twitter handle. It read, “The idea behind Ekatvam campaign is to celebrate the coming together of people from different walks of life, local communities and families during these challenging times and celebrate the beauty of oneness. This film has stimulated divergent and severe reactions, contrary to its very objective. 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.”
With the Tanishq’s employees being threatened, many tweeting in favour of it, we bring you the reactions of the celebs and opinion makers.
For the voice matters
Divya Dutta, who is the narrator in the campaign, posted right back at the call-out, “But sir don’t we all promote brotherhood? We as India are all about that. That’s our soul sir. Unity in diversity bachpan mein sunte the. Aise to kitne ads hote the. Koi kuch nai kehta tha.. par chalein sabke apne vichar!”
Actress-model Nikkesha says the outrage is ridiculous. She says, “This is not the time to look at the other person through the lens of caste, colour, religion or race. We have grown past it. So, threatening promoters to take back a positive message like this is worrisome. The power to protest should be used wisely.”
On the far right stands Kangana Ranaut, who has a different interpretation and says, “The concept wasn’t as much a problem as the execution was. The fearful Hindu girl apologetically expressing her gratitude to her in-laws for the acceptance of her faith. Isn’t she the woman of the house? Why is she at their mercy? Why so meek and timid in her own house? Shameful.”
Reaction too quick
Dr Sandeep Goyal, chairman, Mogaé Media, who has been in this field for the past 36 years, believes that the decision to withdraw the ad was too quick. He says, “It is sad that they buckled so soon. If they had the conviction to create the ad, then they should have had the spine to stand up to the trolling. The back-out was too quick. Quoting threats to employees and stores should have been thought through before launching the campaign.”
Swara Bhasker, actor
Sad lack of spine and conviction. Numerous women (and men) get death threats on social media on a daily basis… they stand up to it. Unfortunate that a large corporate conglomerate is unable to gather the courage (and resources) to withstand a few days of trolling! Face with rolling eyes #tanishq
Soni Razdan, actor
Dear @TanishqJewelry.., change your advisors. A few trolls do not make a country. ... #india
Chetan Bhagat, author
“Dear #tanishq, most people attacking you can’t afford you anyway. And given where their thinking will take this economy, they soon won’t have jobs and hence definitely won’t able to buy anything from #tanishq in the future too. Don’t worry about them.”
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