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Tanishq ‘deeply saddened’ by reactions to ad: Kangana Ranaut claims it promotes ‘love jihad’, Swara Bhasker rues ‘fragile spine’

Tanishq ‘deeply saddened’ by reactions to ad: Kangana Ranaut claims it promotes ‘love jihad’, Swara Bhasker rues ‘fragile spine’

“We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well-being of our employees, partners and store staff,” a Tanishq spokesperson said in a statement. Jewellery brand Tanishq has reportedly pulled its ad for Ekatvam (Oneness) jewellery line after being viciously trolled online. The 45-second ad featured a Muslim family celebrating a traditional South Indian baby shower ceremony for their pregnant daughter-in-law.Tanishq in a statement said that it pulled the ad “keeping in mind… the well-being of our employees, partners and store staff.” The statement read: “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. We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well being of our employees, partners and store staff.”was among the Bollywood actors who shared her thoughts on the ad, and claimed that it glorified “love jihad and sexism”. Kangana Ranaut Actor Richa Chadha, on the other hand, found the ad ‘beautiful’. Divya Dutta, whose voice has been used in the ad, also wrote on Twitter, “Yes it’s my voice. It s sad it’s taken off air. I loved it.”

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