An advertisement by Titan's Tanishq, a popular jewellery brand, has been pulled off air after vicious trolling on social media with #BoycottTanishq trending on Twitter on October 12. The advertisement featuring an interfaith baby shower, released last week, was targeted by a section on social media who felt it "promoted love jihad". But many others condemned the bigotry and hate-filled posts pushing the boycott trend, calling it completely against the Idea of India. Those supporting the ad also urged industrialist Ratan Tata to stay strong in the face of such hate and not back down. Following the uproar, Tanishq took down the advertisement from its social media handles, as well as its official YouTube channel. And that, too, seems to have not gone down well with netizens. Some also asked why Tanishq had bowed to pressure and taken the ad off air. Noted author Chetan Bhagat and former Congress leader Sanjay Jha both called out to Tata and Tanishq, telling them "don't get bullied. Actor Konkana Sen Sharma tweeted saying “I like this ad. Keep Sharing. Ignore the haters”. Meanwhile, Titan stock fell sharply amid the trolling today, ending 2.1 per cent down on the Bombay Stock Exchange (BSE) and 2.5 per cent down on the National Stock Exchange (NSE). Earlier in the day Congress leaders Shashi Tharoor and Abhishek Singhvi, as well as Shamina Shafiq - a former member of the National Commission for Women - spoke out in support of the ad and Tanishq. On October 13, Tanishq released an official statement saying it was "deeply saddened with the inadvertent stirring of emotions" and that it was withdrawing the video. Referring to the barrage of savage comments directed at the brand and Ratan Tata (under whose Tata Group Tanishq rolls up), the statement said it was pulling the film "keeping in mind... the well-being of our employees, partners and store staff".

#TanishqAdControversy #BoycottTanishq