Tata is one of the most trusted brands in India and always comes up with liberal and diverse ad campaigns during the festival of Diwali. This year anyhow, wasn't a success. Their ad on the diversity of our nation where a Hindu woman decides to marry a Muslim boy with the support of their families was triggering for people. Tata spokesmen and officials said informally that Tanishq had to take the ad down only after threats of violence were received at its stores and showrooms. Apparently, there had been a danger of physical assault and damage to property. On Wednesday a violent incident (or a serious threat of violence) was reported at a showroom in Gujarat.
The Tatas want it known that while they will not be fazed by abuse or social media trolling, they care too deeply for the safety of their employees to allow them to be harmed as a result of the controversy. They were not giving in to commercial pressure or the threat of a Diwali boycott.
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