Tanishq Ad Controversy: Need to Deal Cautiously with Social Issues
| Case Code: MKTG435
Case Length: 7 Pages
Pub Date: 2021
Teaching Note: Available
| Price: Rs.300
Organization : Titan Company Limited
Industry : -
Countries : India
Themes: Marketing Communication, Advertising & Promotion, Public Relations & Media, Consumer Behavior
Abstract Case Intro 1 Excerpts
On October 9, 2020, Tanishq, an Indian jewelry brand and a division of Titan Company Limited (Titan), a subsidiary of the large Indian conglomerate The Tata Group (Tata), released an advertisement on different Indian media channels. The ad released in various Indian languages was for its new jewelry collection called ‘Ekatvam’ – which meant ‘oneness’ in Sanskrit. The jewelry brand had tied up with 1,000 craftsmen across 15 cultures of India to launch the Ekatvam collection.
The 45-second ad showed an affluent Indian Muslim family making preparation at home for a traditional Hindu baby shower ceremony (also referred to as Godh Bharai, Sreemantham, or Valaikaapu) for their pregnant Hindu daughter-in-law. Traditionally, during the ceremony, sandalwood is applied on the expecting mothers’ hands and faces; they are given gold ornaments and food items; and prayers are conducted for a safe delivery and a happy life for the young mother to be.
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