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Many buying Tanishq product to take a stand: Admaker on row

The Tanishq ad showed realities and, after the controversy, a silent majority of people has started speaking out against a vocal minority, the advertisement campaign's creator said

More people have seen the now-withdrawn Tanishq advertisement as the controversy also created a "movement" where many are buying Tanishq products to take a stand, the advertisement campaign's creator said on Tuesday.&nbsp;The ad showed realities and, after the controversy, a silent majority of people has started speaking out against a vocal minority, according to Amit Akali, Managing Partner and Creative Head of "Whats Your Problem", the agency behind the advertisement campaign.&nbsp;In an interview to PTI, he also asserted that no one would have expected the backlash because "communal harmony is the centre of our fabric".

New Delhi, PTI: More people have seen the now-withdrawn Tanishq advertisement as the controversy also created a "movement" where many are buying Tanishq products to take a stand, the advertisement campaign's creator said on Tuesday. The ad showed realities and, after the controversy, a silent majority of people has started speaking out against a vocal minority, according to Amit Akali, Managing Partner and Creative Head of "Whats Your Problem", the agency behind the advertisement campaign.
In an interview to PTI, he also asserted that no one would have expected the backlash because "communal harmony is the centre of our fabric".
Nevertheless, on withdrawing the advertisement, he termed Tanishq as a "brave" company that considered safety of employees in the face of the controversy.
The 120-billion dollar Tata Group chose to withdraw the 55-second Tanishq advertisement, which shows a Muslim mother-in-law caring for her pregnant Hindu daughter-in-law, in the wake of a furore online and displeasure among certain groups for alleged communal tones.
"People are going out there and telling us that we will not let this film get deleted, they are sharing the film on their own even though it has been removed. Or there is a movement where people are buying Tanishq and showing us the bills," Mr Akali told PTI.
Despite the advertisement being withdrawn, many people came in support of the campaign and made their displeasure against the online trolls known.
"We are at that stage where the majority is speaking up and that is where the love for Tanishq started coming in. I think this is a normal phenomenon in any country," he said, pointing out that this is contrary to the behavioural phenomenon called "spiral of silence".
Spiral of silence refers to a large part of the majority staying silent because this is a way of life for them but there is a vocal minority which keeps speaking, he said.
Making it clear that the intent behind the campaign was just to show cultural realities that gel well with a brand's promise, and not political at all, Mr Akali said the broader "Ekatvam" or unity campaign of Tanishq will continue.
Stating that the society sided with Tanishq because the message resonated with it, he said "more people have seen the message than if it wasn't removed".

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

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 &amp; Founder, Brand-Building.com, 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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