Tanishq released an advertisement for Ekatvam (Oneness) jewellery line on October 9th. In the 45 seconds of featured video, it has been shown a Muslim family celebrating a traditional South Indian baby shower ceremony for their pregnant Hindu daughter-in-law. But now the jewellery brand has pulled out the video after facing a backlash and promoting love jihad on social media. Along with netizens, several Bollywood celebs have also reacted to the ad video, whereas many loved the video, meanwhile, others criticized it for its theme.

Kangana Ranaut is among those B-town celebs who showed her disappointment over the ad concept and wrote, "The concept wasn't as much a problem as the execution was, the fearful Hindu girl apologetically expressing her gratitude to her in-laws for the acceptance of her faith, Isn't she the woman of the house? Why is she at their mercy? Why so meek and timid in her own house? Shameful." Check out her tweet here on the matter -

The concept wasn't as much a problem as the execution was,the fearful Hindu girl apologetically expressing her gratitude to her in-laws for the acceptance of her faith, Isn't she the woman of the house? Why is she at their mercy? Why so meek and timid in her own house? Shameful. https://t.co/LDRC8HyHYI

— Kangana Ranaut (@KanganaTeam) October 12, 2020

She further added, "This advert is wrong on many levels, Hindu bahu is living with the family for significant amount of time but acceptance happens only when she is carrying their heir. So what is she just a set of ovaries?This advert does not only promote love-jihad but also sexism. As Hindus we need to be absolutely conscious of what these creative terrorists are injecting in to our subconscious, we must scrutinise, debate and evaluate what is the outcome of any perception that is fed to us, this is the only way to save our civilisation."

On the other side, Divya Dutta, Richa Chadda, Swara Bhaskar, Soni Razdan stood up with Tanshiq but also criticized them for their decision of pulling the ad. Swara wrote on Twitter, "Sad lack of spine.. and conviction. Numerous women (and men) get death threats on social media on a daily basis.. they stand up to it. Unfortunate that a large corporate conglomerate is unable to gather the courage (and resources) to withstand a few days of trolling!" Whereas Alia's mother Soni tweeted, "Dear @Tanishqjewellery .., change your advisors. A few trolls do not a country make. Regards." Check out their tweets here -

Sad lack of spine.. and conviction. Numerous women (and men) get death threats on social media on a daily basis.. they stand up to it. Unfortunate that a large corporate conglomerate is unable to gather the courage (and resources) to withstand a few days of trolling! 🙄 #tanishq https://t.co/PBDPVlRxZe

— Swara Bhasker (@ReallySwara) October 14, 2020

Dear @Tanishqjewellery .., change your advisors. A few trolls do not a country make. Regards ... #india https://t.co/2cGmMXk8Yf

— Soni Razdan (@Soni_Razdan) October 13, 2020

Yes it's my voice. It s sad it's taken off air. I loved it https://t.co/uWyPzbfHUd

— Divya Dutta (@divyadutta25) October 13, 2020

It's a beautiful ad.💗 https://t.co/b90dEiyLyw

— TheRichaChadha (@RichaChadha) October 13, 2020

On pulling back the ad, Tanishq officials said, `keeping in mind... the well-being of our employees, partners, and store staff.` The statement read: `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. 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.`