An ad by Tanishq, a popular jewellery brand, has landed itself in a major controversy. Soon after it was released earlier this week, the ad courted a row when sections of Hindus on social media accused it of promoting "love jihad".

In no time, #BoycottTanishq started trending on Twitter. The ad was about a Hindu daughter-in-law in a Muslim family enjoying the hospitality of her Muslim mother-in-law during a baby shower ceremony. Hindus have accused the ad of subtly and cleverly normalizing love jihad.

An OpIndia piece said that "this ad surfaced only a couple of days after one 18-year-old boy, Rahul Rajput, was brutally lynched to death by the family of his Muslim girlfriend." As per most Hindus who have objected to the ad, it presents a very untrue picture of what happens with Hindu girls in Muslim circles. Hindus are forcibly converted to Islam in romantic/marital relationships and the Tanishq ad distorts the ground reality, critics are lamenting.

On the other hand, pro-Tanishq ad sections are saying that critics are toxic and are communalizing a beautiful ad that allegedly seeks to bring communities together.

Tanishq has officially withdrawn their ad after being trolled viciously. Here's why this is a very sad state of affairs, and context from other such ads that were trolled (and some, withdrawn) https://t.co/Nb0cSiTPHX pic.twitter.com/sn3IMBqdmC

— Karthik (@beastoftraal) October 13, 2020