Tanishq pulled down ad: Sounds business decision, no need to search for missing spine!

On Monday an advertisement showing interfaith harmony is aired, Tuesday it is backlashed brutally by netizens across social media platforms, and on Wednesday the company pulls down the advertisement from across its platforms.

To release an ad like that, in today's 'intolerant' political environment, was a gamble, to begin with. There's no way the marketing executives at Tanishq expected the advertisement to go unnoticed. Why then give in to the bullying and take the video down?

The simple answer is plain business. A company dealing in the jewelry industry can't afford to hurt the sentiments of a particular community which tends to be a good base of its customers, especially around the Diwali season.

The main aim of the advertisement like many others is to increase brand value and better sales figures. If the video appears to miss the target, rather backfire, then it is a sound business call to pull down the advertisement.

Now, some groups accusing the brand and Ratan Tata of 'not having a spine' are not understanding the decision behind the creation of similar ads. No one here is trying to do social service, rather trying to milk emotions to suit their final goals - increase sales and profitability.

While Titan's (brand owner of Tanishq) stock fell by 2.1 % one day after the ‘Boycott Tanishq’ trended on social media, Company’s market cap dropped by INR 2700 Crore.

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