The tagline for these Tanishq Jewellery ads reads "Pure jewellery. Pure joy." As we head into the holiday season, there's no better mental association possible.
Implications - Advertising agencies are now being called upon to break through clutter while still drawing attention to the product. By using a controversial topic such as religion, the advertising agency will pushing for press attention -- negative or positive. It should be noted that this can either work well or backfire for a company.