Mumbai: An advertisement released by a well-known jewellery brand in India, Tanishq irked the internet users and started a war of opinions and comments on social media.

The ad shows a Hindu daughter-in-law in a Muslim household heavily pregnant as the family preps for her baby shower function. The ad narrates the story of a daughter-in-law as she is lovingly guided by her mother-in-law to a place where her baby shower celebration is to be held.


The daughter-in-law asks the mother-in-law that there's no such tradition in your (Muslim) household, to which she replies, "But to keep the daughter happy is a tradition in every household'.

It triggered the ideology of the right-wing group as they claimed it is supporting, 'Love-Jihad'. It also irked the ideology that suggests Muslim men deliberately marry Hindu women to convert them into Islam. Internet users took no time to troll the ad and post hate tweets.

The ad was released under the newly launched 'Ekatvam' collection by Tanishq ahead of the Diwali season. The Youtube description by Tanishq reads, "She is married into a family that loves her like their own child. Only for her, they go out of their way to celebrate an occasion that they usually don't. A beautiful confluence of two different religions, traditions, cultures,"

Some internet users took offense to the ad and #BoycottTanishq started trending on social media. Theories of Love-Jihad to the Hindu-Muslim agenda everything surfaced on the internet as users boycotted the ad.

The outraged says, Tanishq could have shown a Muslim daughter-in-law married to a Hindu family and not a Hindu married in Muslim.

Twitter users also brought Deepika Padukone's name in the controversy, as they believed, she should not be the brand ambassador of Tanishq.

Amid all the hate and negativity many Internet users saw the beauty of the ad celebrating inter-cast marriage and love between the families, they were quick enough to support the advertisement.

Many people raised question on the 'canceling culture', as boycotting Tanishq simply for an ad sounded foolish to many internet users.