Tanishq issues statement after withdrawing controversial ad; ASCI gives it full backing

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. It 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.

' 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.

ASCI junks complaint against Tanishq

Meanwhile, vertising Standards Council of India (ASCI) rejected a complaint against Tanishq vertisement for "promoting communal intermingling", saying re is violation of any code. vertisement in question shows a Muslim woman with her Hindu daughter-in-law celebrating an event toger.

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" complaint was t upheld, as vertisement did t violate ASCI codes of honesty, truthfulness and decency in vertising," ASCI said in a late evening statement.

statement from industry's self-regulatory body came within hours of Tanishq withdrawing vertisement. "ASCI has objection to airing of this vertisement, should vertiser choose to do so," statement said. According to ASCI, after receipt of complaint, Consumer Complaints Council, an independent multi-stakeholder panel, reviewed same.

"This panel was unanimous that thing in vertisement was indecent or vulgar or repulsive, which is likely in light of generally prevailing standards of decency and propriety, to cause grave and widespre offence," it ded.

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(With ncy inputs)