Tanishq ad controversy of 2020
Advertising in India is not merely a medium for promoting products; it is also a reflection of cultural values, aspirations, and social discourse. Advertising of different eras and countries can give a glimpse of the society it was made for. After all, every advertiser has one thing in mind- what does my audience want to see that will make them want my product? In October 2020, the jewellery brand Tanishq released an advertisement under its Ekatvam (Oneness) campaign that sought to celebrate harmony and inclusivity. However, what began as a commercial showcasing love across cultural and religious lines quickly spiraled into one of the most controversial advertisements in recent Indian advertising history. The incident is significant not only as a marketing case study but also as a mirror to the complexities of interfaith relations, public sentiment, and corporate responsibility in contemporary India. It also raises questions of ethical dil...