When people talk about the 2.5% drop in Tanishq stock, here is what it's actually about. Look at this graph. couple of days of online outrage isn't going to change a thing. Here's a thread on what will really happen

read, and feel free to correct if there's anything wrong

1/22

People may think that why would Tanishq make such advertisement and lose customers? Well, that is called outrage marketing (also formally known as shock advertising) is the current marketing strategy. It generates lot of social media discussion, it starts trending.

2/22

When was the last time Tanishq got as many hashtags on social media and space in media? Someone could say now that Tanishq already has a lot of leverage as a company belonging to TATA and having big Bollywood names as endorsers. However, here’s another point to consider;

3/22

Colin Kaepernick, the football player who knelt during the national anthem, and got a lot of backlash from the football watching white American middle class for being anti-USA, became the face of Nike USA, which openly professed its support to Kaepernick's kneeling

4/22

Then, many middle class Americans went on to social media, showing pictures of themselves throwing away their Nikes to flames. Nike’s stocks went down for a while. However, after that, Nike reached an all time high after that ad campaign. Nike still remains prestigious.

5/22

Likewise TATA won’t be affected at all. Likely, a reverse is going to happen. There wasn’t ‘’anything wrong’’ (doesn't matter matter what we actually think about it) in that Tanishq’s ad campaign; it showed a harmonious inter-faith marriage,

6/22

which is exactly what the current day society everywhere around the world finds worthy to celebrate. For years, there's been -love is love- campaigns. I know this slogan is used for the LGBTQ movement but nevertheless, the message is more or less the same -

7/22

- race, religion, caste, creed etc. don't matter in love. This kind of social engineering has been happening even in India among the urban and the educated. Today in west, rarely anyone (aside from certain circles) see anything wrong when a commercial portrays mixed couples

8/22

Similarly, there’s sufficiently large enough population that didn’t see anything wrong in that ad. Even if, say, a majority of middle class Indian women, who are the main consumers of such products, found the ad unacceptable, will that actually affect the company in anyway?

9/22

Here are couple of facts; the establishment media is already demonizing those who are publicly avowing their disapproval. This fact is easy to forget when you're wrapped up in your own bubble & don’t venture outside. In real life, NDTV, The Hindu etc. enjoy media monopoly

10/22

and they have the kind of prestige that OpIndia, Swarajya etc. don’t, for the mere fact that the formers have existed for decades and are at the hands of a powerful elite - so powerful that even a majoritarian government can’t seem to do anything about it.

11/22

Second fact is that people have very short collective memories. People will eventually forget this episode, Tanishq will cover it up quickly and move on, and people will buy a new collection, which would be advertised again by some big Bollywood stars.

12/22

Here is a 3rd fact: people forget that there are urbanized Indians who travel to Dubai just to buy gold. Moreover, there's a section of urbanized middle class, well-doing Muslim businessmen. It's foolish to ignore their purchasing power and call them 'puncture wala'

13/22

In fact, people are underestimating them too much. Meanwhile, they’re hurling forward and establishing a monopoly in many fields. People make ‘puncture wala’ jokes without realizing that Muslims have taken over mechanic repair, cleaning, butchering businesses,

14/22

barber shops, salons, even vegetable selling businesses, pushing Hindus of ‘lower’ strata of society into despair, while Hindus who do white collar ‘sarkari’ jobs aren’t even aware. A fourth fact; as stated before, public has a short memory, Hindus may have even shorter -

15/22

- what is stopping Hindus from infiltrating various government positions and empower Hindu businesses and Hindu blue collar workers? Because there’s a lack of tribalism or civilizational sense, and no wonder - let me explain why:

16/22

do you remember that ad where Pakistani middle class children said ‘’Indian army ko hum galian saaf karne me laga denge aur me abbu se kahungi ke Goa ke sail par ek bada sa ghar le lenge…kitni maza aayega jab hum Delhi gate par gai ki kabab khayenge’’?

17/22

This caused a wave of shock among Indian Twitterati when a couple of Pakistani liberals posted about it. This prompted a reaction and Indians made a response that was praised among Indians; Indian middle class children responded that:

18/22

‘Hamari parents na, kisi se ladna nahi sikhate, sabi dharmon ke log mil kar rehte hai’ which is beautiful… but also what is fundamentally emasculating the Indian psyche. Even after knowing how they killed Hindus to the point our people got wiped out from entire regions -

19/22

- regions that used to be abodes of Hindu civilization, our children are still not taught our real history, the establishment still demonizes those who are unapologetically Hindus. A literal 3rd world terrorist state has had better lobbies and civilizational sense than..

20/22

.. the worlds oldest surviving civilization. On a similar trajectory, even some nationalists on social media are forbidding people to boycott an Indian company because ‘’it would hurt the economy’’. Meaning, economy comes before Hindus interests and sentiments.

21/22

Against this backdrop, I’d say that Tanishq will just bounce back after a while, until and unless a consistent boycott is maintained and Tanishq is forced to unconditionally apologize, close their doors and made into a warning example what happens if you mess with Hindus.

22/22