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#TANISHQ: The advert that’s shattering prejudices in India

TATA-owned Tanishq Jewellery is well known for pioneering the branded selling of jewellery to India’s gold-hungry masses and now the company is getting in on social commentary.

A new ad for Tanishq – made by the Lowe Lintas agency – shows a dark-skinned bride preparing for her wedding when her daughter calls out to her, asking to take part in the ceremony. 

As the couple walks around a fire in the Phera ceremony, the groom picks up his soon-to-be step daughter and continues on, much to the delight of his new bride. 

Whilst such representations may be routine for viewers in the West, it is virtually revolutionary in India where widows and divorced women still languish at the bottom of the social scale in many parts of the country and prospective brides with anything other than a “Wheatish Complexion” find it difficult to draw any attention to themselves.

The commercial has sparked a conversation on Twitter, prompting celebrities and politicians to weigh in.

Billionaire parliamentarian Naveen Jindal took to his Twitter account to praise the advert: A dusky bride with a daughter in an ad?Well done @TanishqJewelry for breaking stereotypes with grace & power

Lowe Lintas India created the ad with filmmaker Gauri Shinde who directed ‘English Vinglish’.

Have a look at the advert:

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