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Tanishq withdraws ad linked to 'love jihad': lessons for brands |BOOM

Oct 16, 2020 11:00 IST

Jewellery brand Tanishq was recently accused of promoting 'love jihad' in advertisement that showed an interfaith relationship in India. The company withdrew the ad citing hurt sentiments and safety of its staff. Leading advertising bodies in India and internationally have come out in favour of Tanishq, including ASCI. What can brands learn from this situation? BOOM Explains.

Ambi Parameswaran, Independent Brand Strategist & Founder,, says that the Tanish ad was completely based on existing human truths. But maybe, the timing was wrong. Many people have called out Tanishq for backing off but advertising's job is not to change society - it's only job is to drive sales. This episode is a lesson in being extra careful about what your brand is saying and maybe have an additional layer of filter in brand communication.

Harish Bijoor, Founder, Harish Bijoor Consults Inc., says that the ad is beautiful and emotive but once a hashtag starts off, it is difficult to control it. The boycott Tanishq hashtag created a lot of buzz for the brand and the Ekatvam series. The key lesson for marketers here is to assess how many steps ahead or behind a brand is in communicating with the end consumer - the goal is to be at par with them.

Watch BOOM's Govindraj Ethiraj interview Harish Bijoor and Ambi Parameswaran on the lessons for brands to promote their products, engage with their target audiences and strike a chord without being superficial.


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