Titan Group’s jewellery brand Tanishq has withdrawn a television advertisement after calls for boycott of the brand for depicting an interfaith marriage. For their recent campaign for Ekatvam By Tanishq, the jewellery brand released an advertisement that showed a Muslim family preparing a traditional Hindu baby shower for their pregnant Hindu daughter-in-law. On Monday, Tanishq was facing BoycottTanishq calls on social media after it released the ad showing a Hindu-Muslim couple. #BoycottTanishq was top trending on Twitter. More than 19,000 people tweeted calling for a ban on the advertisement and the jewellery brand.While Tanishq has not released a statement, the step has divided social media in two different camps.Over the past few days, the ad had been vociferously criticised by Hindutva supporters on social media for allegedly promoting “love jihad”.a term coined by Hindu extremist groups to refer to an alleged campaign by Muslims to convert Hindu girls in the guise of love. The brand was also criticised for promoting fake secular sentiment while hurting feelings of a particular religious community.