Tanishq ad sparked a 'movement'; many buying products to make point: Campaign's agency

creators of w-withdrawn Tanishq vertisement on Tuesday said that more number of people have seen commercial as controversy also created a "movement" and many people are buying Tanishq products to take a stand. 

" showed realities and, after controversy, a silent majority of people has started speaking out against a vocal mirity," according to Amit Akali, Managing Partner and Creative He of 'Whats Your Problem', ncy behind vertisement campaign.

'Tanishq is a brave client'

Speaking to news ncy PTI, he also asserted that one would have expected backlash because "communal harmony is centre of our fabric".

On withdrawing vertisement, he called Tanishq a "brave" company that considered safety of employees in face of controversy.  "I would have taken exactly same decision if I would have been in client's shoes. thing is more important than safety of an employee. It is a brave client and client took a stance for safety of its employees," he said.

"People are going out re and telling us that we will t let this film get deleted, y are sharing film on ir own even though it has been removed. Or re is a movement where people are buying Tanishq and showing us bills," Akali said.

'Ekatvam' campaign will continue

Making it clear that intent behind campaign was just to show cultural realities which gel well with a brand's promise, and t political at all, Akali said broer 'Ekatvam' or unity campaign of Tanishq will continue.

He said vertisement which ran into controversy was part of a broer campaign called 'Ekatvam', wherein jewellery brand has tied up with 1,000 craftsmen across 15 cultures of India to launch a collection. He exuded confidence that history will look at campaign as a "watershed moment" from a marketing perspective where a brand spoke what it wanted to. 

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Tata Group h chosen to withdraw 55-second Tanishq vertisement, which shows a Muslim mor-in-law caring for her pregnant Hindu daughter-in-law, in wake of a furore online and displeasure among certain groups for alleged communal tones.

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(With PTI inputs)