He stated the commercial which bumped into the controversy was a part of a broader marketing campaign known as ‘Ekatvam’, whereby the jewelry model has tied up with 1,000 craftsmen throughout 15 cultures of India to launch a group.
On the Tata Group firm withdrawing the commercial, Akali backed Tanishq terming the shopper as a “courageous” firm which took the stance of worker security within the face of the controversy.
“I’d have taken precisely the identical choice if I’d have been within the shopper’s footwear. Nothing is extra essential than the security of an worker. It’s a courageous shopper and the shopper took a stance for the security of its workers,” he stated.
Nonetheless, he declined to elaborate on the difficulties encountered for the reason that controversy erupted.
The previous week for the reason that controversy appears longer than seven days, however the love acquired from the world over is “stunning, improbable and overwhelming”, Akali stated.
He stated a web based group has been created the place over 200 folks have provide you with their very own tales of inter-faith marriage and makes an attempt are being made to doc these experiences as a ebook as nicely.
“We had been very clear that we needed to take a stance, versus simply talk a few product or simply speak in regards to the festive season. The stance we took was Ekatvam or unity,” he stated and confused that there was nothing audacious in taking the stance regardless of the occasions just like the anti-CAA protests and common communal perspective within the nation.
“We did not got down to do audacious issues, we got down to do appropriate issues, issues occurring round us and that is regular actuality. A mother-in-law taking good care of the daughter-in-law is the fact,” Akali stated and asserted that he’s himself a Hindu-Sikh married to a Parsi.
When requested whether or not the commercial may be termed as an inflection level the place the silent majority has began talking out, Akali stated he doesn’t need any such credit score and added that the society was all the time outspoken.
He, nonetheless, exuded confidence that historical past will take a look at the marketing campaign as a “watershed second” from a advertising and marketing perspective the place a model spoke what it needed to.