Tanishq now gets big support from advertising bodies over 'baseless & irrelevant' attack

A Tanishq on interfaith love triggered a furious backlash on social media with some accusing jewellery brand of promoting 'love jih', prompting company on Tuesday to withdraw film citing hurt sentiments and well-being of its staff. w, top vertising bodies have come out in support of jewellery brand and have issued statements stating commercial "is t derogatory to any individual, organisation or religion."

'Baseless & irrelevant attack on creative expression'

"Such baseless and irrelevant attack on creative expression is extremely concerning," vertising Club said in a statement. " vertising Club on behalf of Indian Media and vertising industry strongly condemns threatening and targeting of Tanishq and its employees in regards to ir latest vertisement on new jewellery line," it ded.

Indian chapter of International vertising Association described events that led to withdrawal of Tanishq vertisement as "very unfortunate", and demanded action from government against what it called "intimidating behaviour".

"While we respect opinion of every individual on subjective matters, se should t descend to illegal threats and anti-social behaviour...We appeal to concerned governments to take a serious view of such intimidating behaviour and take exemplary action where required to ensure that businesses are provided with a safe environment to communicate ir brand vertising messs," it said.

Tanishq said in a statement that it was "deeply sdened with invertent stirring of emotions". film, it ded, h stimulated divergent and severe reactions, contrary to its very objective.

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' idea behind Ekatvam campaign is...'

"We are deeply sdened with invertent stirring of emotions and withdraw this film keeping in mind hurt sentiments and well being of our employees, partners and store staff," statement said. idea behind Ekatvam campaign is to celebrate coming toger of people from different walks of life, local communities and families during se challenging times and celebrate beauty of oneness, it ded.

43-second commercial opened floodgates of debate and trolling with a flurry of tweets, some angry and threatening, demanding a ban on vertisement and a boycott of brand, a Tata product. Tanishq first disabled comments and likes/dislikes on its on YouTube, and on Tuesday withdrew video altoger. Some news outlets also ran fake news regarding a gheraoing of Tanishq outlet in Gujarat's Gandhinagar, with falsity later being called out.

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