New Delhi: The Tanishq advertisement campaign’s creator said on Tuesday that it as the controversy also created a “movement” where people are buying Tanishq products to take a stand.
Managing Partner and Creative Head of “What’s Your Problem”, the agency behind the advertisement campaign, Amit Akali, said that the ad showed realities and after the controversy, a silent majority of people has started speaking out against a vocal minority.
He also pointed out that no one could have expected the controversy because “communal harmony is the centre of our fabric”.
He called Tanishq as a “brave” company for withdrawing the advertisement, considered safety of employees among the controversy.
The 120-billion dollar Tata Group withdrew the 55-second advertisement, which featured a Muslim mother-in-law caring for her pregnant Hindu daughter-in-law, amidst the protest among certain groups citing communal tones.
“People are going out there and telling us that we will not let this film get deleted, they are sharing the film on their own even though it has been removed. Or there is a movement where people are buying Tanishq and showing us the bills,” said Mr Akali to PTI.
Despite the advertisement being withdrawn, people supported the campaign and showed their disappointment against the online trolls.
“We are at that stage where the majority is speaking up and that is where the love for Tanishq started coming in. I think this is a normal phenomenon in any country”, he said.