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The Ad Club stands by Tanishq, condemns online 'aggression'

Baseless and irrelevant attack on creative expression extremely concerning.

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NEW DELHI: The advertising industry is putting up a show of support for jewellery brand Tanishq, after the latter was forced to roll back a commercial in the face of widespread outrage on social media.

Earlier today, the Advertising Agencies Association of India (AAAI) said it disapproved of the targeting of the commercial. Now, The Advertising Club has strongly condemned the threatening and targeting of Tanishq and its employees.

"After the review by our internal team, consisting of multi-sectoral experts we have come to a clear consensus that the ad breaks no ethical standards, is not derogatory to any person organization or religion and does not hurt any national sentiment," it said in a statement.

The advertising body further said that it disapproved of the aggression expressed on online platforms against the brand and found this “baseless and irrelevant attack on creative expression” extremely concerning.

“The Advertising Club upholds the primacy of creative freedom as a fundamental right of the marketing and advertising fraternity and hence disapprove of the approach to stymie that freedom,” it added.

The advertisement in question was also viewed at the Advertising Standards Council of India (ASCI) by an independent panel – The Consumer Complaints Council, which is representative of multiple stakeholders from industry, civil society, lawyers and consumer activists. The panel found nothing in the advertisement that was indecent or objectionable or repulsive that could lead to grave and widespread offence.

The 45-second Tanishq ad on interfaith marriage had triggered a furious backlash on social media. While a section of netizens accused the brand of promoting 'love jihad', others came out in support of it.

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