This portrayal also drew criticism from a virulent section of the society that threatened violence against the brand, forcing Tanishq to withdraw its advertising. In the ad, one of them mentions about their Diwali plans supporting a ban on firecrackers.
Several of them accused the brand of trying to polarise its consumers based on religious lines. Attack on Tanishq store that never was The ad showed a pregnant Hindu woman escorted by her Muslim mother-in-law to her baby shower ceremony.
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