Deeply saddened with inadvertent stirring of emotions: Tanishq responds to trolled ad

Referring to the controversy that erupted on social media over the campaign, Tanishq said it was pulling the ad film "keeping in mind... the well-being of our employees, partners and store staff."

"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," the statement, available with media, said.

"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," it added.

A section of internet users had called for a boycott of the ad which shows an interfaith baby shower where the mother was accompanied by a woman, presumably her mother-in-law, whose head was covered by a dupatta.

The advertisement controversy has already triggered a political debate where a few opposition politicians have slammed the "bigotry", indirectly targeting the ruling dispensation.

Reacting sharply to the boycott call, Congress MP Shashi Tharoor tweeted, "So Hindutva bigots have called for a boycott of ⁦ Tanishq Jewelry for 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?"

Congress MP and advocate Abhishek Manu Singhvi tweeted, "Those boycotting the Tanishq ad don't like seeing daughter in law(s) happy around mother in law's. You have seen too many soaps & too much prime times news."

But on the contrary, several people including members of the ruling party have slammed the advertisement.

Bharatiya Janata Party (BJP) member Khemchand Sharma tweeted, "Tanishq Jewelry: Why are you showing a Hindu "daughter in law" to a muslim family and glorifying it? Why dont you show a Muslim daughter in law in your ads with a Hindu family? Look like you are promoting #LoveJihad & favouring a particular Faith only..."

One Pragya Vaidya tweeted, "Why in all the so called "United" videos, only the man happens to be Muslim? I've never seen the bride as Muslim and the Hindu groom!"