M Pallonji

Titan advertisement’s “inadvertent stirring”

When Tata Group company Titan pulled back a 45-second commercial focusing on an interfaith married couple for their brand Tanishq’s Ekatvam jewelry collection (pictured) on October 12, 2020, the company stated they were "deeply saddened” by the "inadvertent stirring of emotions.” The advertisement portrayed a pregnant Hindu daughter-in-law being invited by a Muslim mother-in-law to celebrate the impending birth in a traditionally Hindu manner. The company explained that "the idea behind the campaign was to celebrate the coming together of people from different walks of life… during these challenging times and celebrate the beauty of oneness.” Ekatvam means oneness in......



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