Jewellery brand Tanishq has pulled down its Onam ad, which it had launched in the first week of August, in the wake of the devastating and unprecedented floods in Kerala.
With 11 of the 14 districts still under red alert, the disaster is the worst the southern state has seen in a 100 years. The state, which was gearing up to celebrate Onam, is now battling for basic necessities and a respite from the incessant rain.
Tanishq had rolled out the Onam campaign in the first week of August but in the light of the disaster that has struck the state, the brand took a decision to pull it down.
“In light of Onam festivities, Tanishq (Titan Company Limited) had released an advertising campaign in the first week of August. However we pulled down the campaign on August 14 keeping in mind the adverse conditions in the state of Kerala. We are sensitive to the situation on ground and a team from Titan is working alongside the community, aiding the affected people cope with the calamity.”
“At Tanishq, our relationship with the people of this country has always been and will continue to be the centre of all our activities, initiatives and campaigns. Entrenched in the values that are synonymous to every Tata group company, we strongly believe it’s not always about business,” said Deepika S Tewari, AVP, Marketing, Jewellery Division, Titan Company Limited (Tanishq).