Threat Calls To Tanishq Store In Gujarat, Police Patrolling Area: Cops

 A store of popular jewellery brand Tanishq in Gujarat's Kutch district received threat calls amid a row over an advertisement that has been withdrawn after vicious trolling on social media, police said today. "Some people had informed the store the ad was not in good taste and had hurt sentiments, and some threat calls had been received. The police have been regularly patrolling the area. No rioting, protest or attack took place," a police officer said, denying reports that the store was attacked.

1. On Monday night, Tanishq's Gandhidham store, about 310 km from state capital Gandhinagar, was reportedly targeted by a group over the advertisement, which was released last week.

2. The manager was reportedly made to write an apology note by the group that barged into the store. "The ad is shameful and we apologise (sic)," the manager is said to have written in the note, which was put outside the store.

3. The Tanishq ad was trolled by a section on social media who felt it "promoted love jihad". The vicious trolling was condemned by Congress leader Shashi Tharoor, author Chetan Bhagat and many others who said it was against the Idea of India.

4. The ad was removed from official accounts of the jewellery brand on Monday night as a barrage of comments directed at the brand and Ratan Tata (whose Tata Company owns Tanishq) continued.

5. On Tuesday, Tanishq issued a statement saying it was "deeply saddened by the inadvertent stirring of emotions" and that it was withdrawing the video.

6. "We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well being of our employees, partners and store staff," the statement read.

7. One of Tanishq's brand managers in Bengaluru has also been subjected to trolling, sources said, stressing that he was not associated with the campaign.

8. Titan stocks fell sharply alongside the controversy on Tuesday, ending 2.1 per cent down on the Bombay Stock Exchange (BSE) and 2.5 per cent down on the National Stock Exchange (NSE).

9. The ad shows a pregnant woman in a sari escorted by a woman she calls "ma (mother)" to an interfaith baby shower ceremony. At the end, the young woman asks the older woman, apparently her mother-in-law, "but this tradition is not observed at your home...". The mother-in-law, in a salwar suit and her head covered with a dupatta, replies: "Isn't it a tradition for every home to keep daughters happy?"

10. The ad was for Tanishq's new collection, called "Ekatvam", which literally means "oneness". "The idea behind the Ekavatam campaign is to celebrate the coming together of people from different walks of life, local communities and families during these challenging times and celebrate the beauty of oneness. This film has stimulated divergent and severe reactions, contrary to its very objective," Tanishq's statement on Tuesday said.