Jewellery brand Tanishq released and advertisement for Ekatvam (Oneness) jewellery line on October 9 and it immediately led to the hashtag #BoycottTanishq for reportedly glorifying ‘love jihad’.

The 45-second ad featured a Muslim family celebrating a traditional South Indian baby shower ceremony for their pregnant daughter-in-law.

“She is married into a family that loves her like their own child. Only for her, they go out of their way to celebrate an occasion that they usually don’t. A beautiful confluence of two different religions, traditions and cultures,” the advertisement’s YouTube description said.

The daughter-in-law says, "But these rituals aren't celebrated in your home," and the mother-in-law replies, "But the ritual of making daughters happy is in every home."

The hashtag "BoycottTanishq" began trending in India after the Tata Group jewelry brand posted the ad at the weekend. Many social media users accused the company of promoting “love jihad”, a right-wing campaign that accuses Muslim men of luring Hindu women into marriage and converting them to Islam.

On Tuesday, Tanishq pulled the advertisement from the social media platforms, saying the “film stimulated divergent and severe reactions, contrary to its very objective”.

pic.twitter.com/OyjAyld6Wp

— Tanishq (@TanishqJewelry) October 13, 2020

“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 company said in a statement on Twitter.

Many on social media also expressed their solidarity with Tanishq, a brand owned by Titan and promoted by the Tata Group in collaboration with the Tamil Nadu Industrial Development Corporation, and wished the company had not given in to the bullying.

“So Hindutva bigots have called for a boycott of @TanishqJewelryfor highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim ‘ekatvam’ irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity in the world – India?” tweeted Congress party’s member of parliament, Shashi Tharoor.

Ace lensman PC Sreeram shared this advertisement on Twitter and wrote: "#Boycott this #Boycott that Where are we heading towards. We are supposed to be free democratic county. If you don’t agree with the content just ignore it, but freedom of expression should never be curtailed. Long live freedom of expression".

This story gains international attention for its treatment of religious minorities and human rights abuses in India.

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