AAAI Issues Statement On The Tanishq Ad Controversy

Advertising Agencies Association of India (AAAI) disapproves the targeting of the recent Tanishq
ad featuring an inter-faith couple. The threats against Tanishq as well as its employees, which led
to the withdrawal of the advertisement, are a matter of great regret and concern.

The advertisement in question, in fact, had been 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.
There is a consensus among all allied bodies and The International Advertising Association (IAA)
India Chapter and The Advertising Club also support this.