BUSINESS COMMUNICATION ASSIGNMENT

Apoorva Mathur
20DM039
Section A
PGDM 2020-22

E-MAIL

To: arunmaira@economicstimes.in
From: apoorva.mathur22@bimtech.ac.in
Subject: Opinion on Tanishq Ad Controversy.

Hello Mr. Arun Maira,

This is regarding your column written on Tanishq’s ad that talked about Hindu-Muslin Unity.
I firmly believe that Tanishq should have taken a firm stand and stood by what they depicted
in the ad. If we talk about India as a secular country, then showing this ad that beautifully
expresses Hindu-Muslim bonding and unity must not have been removed. There was no need
for the Jewellery brand to justify the idea or thought behind the ad.
People with narrow thinking have given a twist to this thought and started the false narrative
of Love Jihad. While #BoycottTanishq has been trending on social media platforms, one
thing that everyone seems to have forgotten is that Tanishq is a very reputed Indian Jewellery
brand. The controversy has deliberately shifted the attention of people from the quality and
service standards of the company to the ad which I think has no problem in it. I just wonder
what would have trolling army said if the daughter in law in the add would have been a
Muslim and the Mother in law a Hindu. They would have still found something to vitiate our
secular ecosystem.
I am even more surprised that a few celebrities have chosen to endorse the pulling down of
the ad reiterating love jihad claim. These are the people we consider our role models and
follow them blindly. I think the time has come to use our own intelligence and view things
with a broader outlook.
I have opposing views regarding your article, “We Also Make Jewellery”, that was published
on 22nd October 2020. In my view, the organisation works and develops in a society, though
its principal objective is to earn profits and increase the wealth of the shareholders it is
essential for the organisation to have its own values and beliefs to match with that of the
society. The organisation should work on the upliftment of the society and just not focus on
the profits. I completely agree with TATA vision that business enterprise should care of the
community and the environment. Due to liberalisation, India began to adopt principles of
liberal economies, that is business managers should act rationally and in interests of
respective shareholders. I agree with the point that there should be policies designed for
businesses to “do business” because in this entire conspiracy, the party which has suffered the
most is the Tanishq brand that has been selflessly serving Indians with its quality jewellery
pieces since ages but I believe there should not be any restriction for anyone to keep their
point of views. There needs to be a respectable way to put forward the opinions.
I would request you to write another column and talk about this deliberate attempt to spoil
our nation’s name and environment with such petty thinking.
Thanks
Apoorva Mathur