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Executive Summary Tanishq, India's largest jewelry retail brand under Titan Company Limited, has distinguished itself not merely through product quality but through advertising campaigns that engage with evolving social narratives in contemporary India. Between 2013 and 2020, the brand released several campaigns addressing modern relationship dynamics, second marriages, interfaith unions, and progressive family structures. These campaigns generated significant public discours

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