The Advertising Standards Council of India (ASCI) is supporting the Tanishq add that highlighted the inter-faith baby-shower of a Hindhu pregnant women who did inter-religious wedding. The ASCI has rejected a complaint against the Tanishq advertisement stating ‘there is no violation of any code’.  An advertisement made "promoting communal intermingling” shows a Muslim woman with her Hindu daughter-in-law celebrating the baby shower together. Few celebrities also condemned the ad saying it promotes love jihad.

ASCI made a statement that the advertisement did not violate any codes of honesty, truthfulness and decency in advertising and there is no point in upholding the complaint. The Consumer Complaints Council, an independent multi-stakeholder panel also reviewed the same as ASCI. The council said nothing was indecent or vulgar or repulsive to cause widespread grieve and offence. The supporters extend few words to Tata saying stay strong in the hate face and not top back down. 

 The film was captured behind the idea of Ekavatam Campaign to celebrate the oneness. However, Tanishq has withdrawn its advertisement by the Tata group firm advertising platform even though many people supports the advertisement and insists not to back out. Ratan Tata remains silent on this issue. Due to the troll Titan stock fell sharply ending 2.1% down on the Bombay stock Exchange (BSE) and 2.5% down on the National Stock Exchange (NSE). The #EkavatambyTanishq is meticulously crafted by 1000 karigars spending countless hours. The art forms across the country have been crafter keenly.

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