Popular jewellery brand Tanishq, which is owned by Ratan Tata’s Titan, became a victim of social media trolling as #BoycottTanishq started trending on Twitter on Monday. The ad, which was released last week, has been pulled off air.

The jewellery brand was heavily criticised by a section of Twitter users, who think that an interfaith baby shower showed in the video is aimed to promote “love jihad”. However, many users came in support of Tanishq and slammed the bigotry and hate-filled tweets that started the boycott trend. The bigots had called the ad anti-national.

Despite a range of supportive tweets, Tanishq pulled the ad off air and left the supporters in shock that why it bowed to the pressure.

Former Congress leader Sanjay Jha, Congress leaders Shashi Tharoor and Anand Sharma, and author Chetan Bhagat were among those who came in support of Ratan Tata and Tanishq.

“As a TATA group company, expected #Tanishq to be fairer and braver. If you have done nothing wrong, if you have shown something beautiful about our country, don’t get bullied. Be Indian. Be strong,” Bhagat said in a tweet.

“Dear Mr Ratan Tata. Be a titan. Don’t let bigots frighten you. Thanks!” Jha tweeted.

Sharma joined in saying “The bigots have taken hate (to an) ludicrous extreme.”

Tharoor shared the controversial ad video and wrote on Twitter: “So Hindutva bigots have called for a boycott of ⁦@TanishqJewelry⁩ for highlighting Hindu-Muslim unity through this beautiful ad. If Hindu-Muslim “ekatvam” irks them so much, why don’t they boycott the longest surviving symbol of Hindu-Muslim unity in the world — India?”