The International Advertising Association’s Indian Chapter (IAA) stands with Tanishq and has expressed its solidarity with the brand.
The association is outraged with this misuse of social media influence and seeks to take action against it.
The Tanishq ad featuring a Hindu-Muslim couple in perfect harmony has netizens up in shackles. The ad that promotes communal harmony and should be seen as a symbol of brotherhood should not be causing such ruckus. In a mark of highest irony, an ad showing a secular India now incites the worst in people.
Not all is lost as not all agree with this backlash. While one group of right winged people are tweeting about hate towards it, another section loves the beauty of the ad. The meaning behind it and its message.
An attack on a shop of Tanishq where people with no idea about the ad were abused was the last straw. Tanishq was forced to pull out the ad in fear for its safety and that of its employees and their family.
In response they said in their apology.
“The idea behind the Ekavatam 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,” the company had said in its statements.
The tweeted their reasons and unsurprisingly their fear was not misplaced.
IAA Stands With Tanishq
IAA has now come forward in support of Tanishq. They strongly condemn the reactions the peaceful and unprovoked ad received.
“The Advertising Club on behalf of the Indian Media and Advertising industry strongly condemns the threatening and targeting of Tanishq and its employees in regards to their latest advertisement on the new jewellery line,” it added
“While we respect the opinion of every individual on subjective matters, these should not descend to illegal threats and anti-social behaviour …We appeal to the concerned governments to take a serious view of such intimidating behaviour and take exemplary action where required to ensure that businesses are provided a safe environment to communicate their brand advertising messages,” it said.