An advertisement by the Titan’s Tanishq, a popular jewellery brand, has been pulled off air after vicious trolling on social media with #BoycottTanishq trending on Twitter on Monday.The advertisement features a Muslim woman guiding her pregnant daughter-in-law for her ‘godh bharai’ ceremony (in other words, baby shower), a Hindu custom. The mother-to-be expresses surprise that her mother-in-law is so excited for the ceremony and asks, ‘Such customs don’t even take place at your home.” The woman replies, ‘The custom of keeping daughters happy is part of every home,” as the voice-over speaks about the power of ‘becoming one.’
The concept wasn’t as much a problem as the execution was,the fearful Hindu girl apologetically expressing her gratitude to her in-laws for the acceptance of her faith, Isn’t she the woman of the house? Why is she at their mercy? Why so meek and timid in her own house? Shameful.
This advert is wrong on many levels, Hindu bahu is living with the family for significant amount of time but acceptance happens only when she is carrying their heir. So what is she just a set of ovaries? This advert does not only promote love-jihad but also sexism