Religion in advertising: A double-edged sword or smart move? In the backdrop of the use of religious angles and figures in advertising leading to negative fallout in the recent past, we ask experts if the practice is even needed to build brands and sell products Mumbai, April 13, 2021 Reference to religion or religious context in advertising is nothing new. But in recent years, many such ads with religious connotations have drawn severe backlash on social media, forcing creatives and brands to go on the back foot. The Tanishq ad that created a strong buzz on social media, or the outrage against celebrity hairstylist Jawed Habib, who courted controversy for allegedly hurting sentiments when an ad for his salon depicted Hindu Gods and Goddesses such as Durga, Lakshmi, Saraswati, Ganesh and Kartik, are a few examples of creative freedom hogging the news for the wrong reasons.