Why Tata-owned Tanishq did not go the Surf Excel way on controversial ad

The controversy surrounding an advertisement by jewellery firm Tanishq refuses to die down even after the company withdrew it. The ad, which showed an interfaith marriage, was accused of promoting 'love jihad' by many on social media. Although there were those who backed the ad's message of religious unity, the company chose to scrap the ad citing, among other reasons, the well-being of their employees. But some feel that Tanishq should have gone the Surf Excel way, braving out the 'trolling' until the controversy fizzled out. Brand gurus Dilip Cherian and Santosh Desai decode the entire incident and comment on how companies can or should respond to such situations. Watch the full video for more.
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