Ad bodies support Tanishq, demand govt action against 'intimidating behaviour'

"Such baseless and irrelevant attack on creative expression is extremely concerning," The Advertising Club said in a statement.

"The Advertising Club on behalf of the Indian Media and Advertising industry strongly condemns the threatening and targeting of Tanishq and its employees in regards to their latest advertisement on the new jewellery line," it added.

The Indian chapter of the International Advertising Association stated that the circumstances that led to the withdrawal of the advertisement are "very unfortunate".

It demanded action from the government against what it called "intimidating behaviour".

"While we respect the opinion of every individual on subjective matters, these should not descend to illegal threats and anti-social behavior ...We appeal to the concerned governments to take a serious view of such intimidating behaviour and take exemplary action where required to ensure that businesses are provided a safe environment to communicate their brand advertising messages," it said.

A section of internet users had called for a boycott of the ad film, released last week, 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 also triggered a political debate where a few opposition politicians have slammed the "bigotry", indirectly targeting the ruling dispensation.

On Tuesday, Tanishq said it was pulling the ad "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.

Meanwhile, the Gujarat police on Wednesday said that the manager of a Tanishq store in Kutch district had received threats over the withdrawn advertisement.

He was also forced to write an apology note.