The Tata Group is 'close' to the regime.
Tanishq is a Tata company.

Now, the adv...

I can tell you with assurance (coming from the industry), this particular adv (beautifully made), had to have been 'looked-into' frm every conceivable 'angle'.

thread https://twitter.com/ajay43/status/1315893854508326912?s=20

Adv-agencies do not work otherwise, even in 'normal' times - too much is at stake, for them to make a wrong call.

Too many precedents.

The fact that this adv 'made-the-cut' & raised-hell, had to have been 'pre-ordained' - someone, somewhere 'saw' it thru...

So, why ?

2/

Well...

Since the last month, there has been an 'extra' effort in whatsapp groups 'belonging' to the regime, in circulating msgs 'Support Mr. Modi', listing all his achievements of 6+ yrs alongwitht the usual trash about INC.

And now this adv comes along...

Zoom-out...

3/

For sometime now, 'they' are feeling the pinch - the pressure's mounting frm all sides.

& they need to know & confirm for sure, their 'base' is 'intact' & undiluted.

Thats the purpose of this adv.

Its another 'form' of a 'dog-whistle'...

The reaction must've satisfied 'them'.