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Tanishq Ekatvam Ad Controversy Dated October 12, 2020 & Onward

Background: On upcoming festive and wedding season, Tanishq, a TATA Jewelry brand, launched its Ekatvam Range ad on October 10, 2020. According to MarketScreener data of October 13, 2020, Tanishq reports 98% of its Net Sales from India, a Hindu majority secular country.  Ad Plot: A Hindu girl married in a loving Muslim family. She is pregnant and her doting Mother in Law has arranged a Godbharai function to make her Daughter-in-Law happy. The ad positions the unification and bonhomie of the 2 religions.  Controversy:  Many Social Media (SM) users found it a Love Jihad supporting ad. Their point also was why Muslim girl is not shown married in a Hindu family. The reason for controversy has a background of several Love Jihad cases being constantly reported in the country. Some on SM batted "for" the ad, supporting the depicted bonhomie.   Business Need: The entrepreneurial experimentation and persistently demanding profile of business makes its market strategy a wave, with i

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