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Tanishq: Navigating Brand Backlash and Cultural Sensitivities
Executive Summary In October 2020, Tanishq, India's leading jewelry brand owned by Titan Company Limited, withdrew an advertisement featuring an interfaith couple after facing intense social media backlash and alleged threats to retail employees. The commercial, part of Tanishq's "Ekatvam" (unity) festive collection campaign, depicted a Muslim family organizing a traditional Hindu baby shower for their pregnant Hindu daughter-in-law, celebrating interfaith harmony. The advert
1 day ago15 min read
Tanishq Ekatvam – Managing a Socially Sensitive Campaign
Executive Summary In October 2020, Tanishq, the jewelry brand owned by Titan Company Limited (a Tata Group company), launched an advertisement for its "Ekatvam" (meaning "oneness" or "unity") collection. The advertisement depicted an interfaith baby shower organized by a Muslim family for their Hindu daughter-in-law. Within days of its release, the advertisement sparked intense controversy on social media, leading to accusations of promoting "love jihad" (a controversial term
Dec 18, 20259 min read
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