An advertisement by Titan Group’s popular jewellery brand Tanishq has been taken down by the company after vicious trolling on social media.
On Monday, #BoycottTanishq was trending on Twitter. The advertisement featured a mixed community home – North India and Kerala, Muslim and Hindu – and was released last week.
The ad was targeted by Hindutva supporters on social media who used the bizarre phrase ‘love jihad’ to describe the plot-line of a North Indian and presumably Muslim mother-in-law organising Kerala’s ‘pulikudi’ ritual for her Malayali (and presumably) Hindu daughter-in-law.
‘Love jihad’ is the term Hindutva groups coined a few years ago to describe an imaginary conspiracy by Muslim men to seduce Hindu girls and convert them to Islam.