13/10/2020 2:20 PM IST | Updated 15/10/2020 10:21 AM IST

As Tanishq Withdraws Ad, Watch these 12 Heartwarming Ads and PSAs On India's Unity

Tanishq may have been forced to withdraw its campaign, but India has had a long tradition of video campaigns that highlight its unity in diversity.

Screenshot from YouTube

A Tanishq advertisement campaign after right wing trolls claimed that the video propagated “love jihad”. 

The ad showed a pregnant Hindu woman being escorted by her Muslim mother in law for her baby shower ceremony according to Hindu rituals. 

#BoycottTanishq trended all of Monday, with Tanishq finally withdrawing the ad for its collection called ‘ekatvam’. 

This isn’t the first time an advertisement that has prortrayed Hindu Muslim unity that has been trolled after the Modi government came to power. 

Another advertisement by Surf Excel for Holi riled up right wing trolls in 2019. The detergent brand had faced backlash for its ad on two children from different religions. 

The trolling may be new, but India has had a long tradition of video campaigns that encourage unity in a country that is as diverse as India. Be it ‘Ek, anek aur ekta’ released by the Films Division of India in 1974, or the iconic ‘Mile sur mera tumhara’, videos that promoted national integration were pretty common, and emulated by advertisers when TV ads became a thing. 

Here are some of them: 

  • 12 'Ek, anek aur ekta'
  • 11 'Mile sur mera tumhara'
  • 10 'Spread the light of freedom'
    This one was suggested by Twitter user @SushilAaron
  • 9 Hamara Bajaj
    This ad was suggested by Twitter user
  • 8 Google Search Reunion Ad
  • 7 Kaun Banega Crorepati
  • 6 Idea Diwali Ad
  • 5 Red Label (2014)
  • 4 Red Label (2018)
  • 3 Lokmat
  • 2 RoohAfza Ghulke Jiyo Ad
  • 1 Surf Excel Holi ad
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