A Tanishq showroom in Gujarat’s Kutch was forced to put up a note of apology. Its staff members had allegedly received threatening calls after the company ran an advertisement of an interfaith couple. On October 12, Tanishq's store in Gandhidham, about 310 km from the state capital Gandhinagar, was targeted over the ad. The two men, who barged into the store, forced the manager to write the apology and later put it up outside the store. "The ad is shameful and we apologise (sic)," the manager is said to have written in the note. The incident was caught on security cameras. In the video, a man is seen telling the store official that he is "politely requesting" that a board be put up, apparently with an apology. The Tanishq ad was trolled by a section on social media who felt it "promoted love jihad". But the trolling was also condemned by many. Congress leader Shashi Tharoor, author Chetan Bhagat and many others called the ad beautiful and said the online attacks were against the very idea of India. The ad was pulled from the official accounts of the jewellery brand on the night of October 12. Tanishq issued a statement on October 13 saying it was "deeply saddened" and that it was withdrawing the video. The ad was meant to promote Tanishq's new collection, called "Ekatvam", which literally means "oneness".

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