Renowned cinematographer PC Sreeram had opined strongly against the boycott called against a recent Tanishq advertisement which showcased a Hindu daughter-in-law being celebrated in a Muslim household. The Ratan Tata owned jewellery brand incited a nation-wide debate after the company gave in to the pressure and pulled down the ad which promoted inter-faith harmony.

#Boycott this #Boycott that

Where r we heading towards
We r supposed to be free decomcratic county .

If you doesn’t agree with the content just ignore it,but freedom of expression should never be curtailed .
Long live freedom of expression.

— pcsreeramISC (@pcsreeram) October 12, 2020

To the unversed, the Hindu-Muslim divide has seen an unceremonious rise in most sections of India in the past few years and it is often fuelled through social media activism and outrage from orthodox sections. This particular Tanishq ad was protested against under the accusation that it promoted 'Love Jihad' - a theory that alleges Muslim men of targetting non-Islam women for conversion to Islam by feigning love.

pic.twitter.com/OyjAyld6Wp

— Tanishq (@TanishqJewelry) October 13, 2020

While Tanishq was already facing hateful comments for the ad, real hell broke loose for them when they decided to take down the ad. Several netizens including and cinematographer PC Sreeram expressed their disappointment over a company as reputed as Rata Tata's for not sticking by their ethos [The 'Ektavam' series which the ad was a part of was aimed at promoting oneness].