Navrātri, the nine-day festival, defines passion, energy, and devotion, and heralds the season of brisk business. Everyone looks forward to profitable months, unless, of course, you are Tanishq, in which case you would be busy with corporate social activism with your ad for Ekatvam, your new line of jewelry. While I outline four reasons why the ad is fictitious, I also delve into the fictitious board meetings, with a hard-stop in 15 minutes, that must have happened to come up with a new product line, and then, release the final ad as if it were Kraken. The outrage that followed, as we know, was unprecedented, and Tanishq did not help their cause by a letter which contained no synonyms for the word "apology". Just to worsen the situation, NDTV came up with an attack in Gujarat, something they have been doing since 2002. From that side of the story, we move on to political social activism, this time with Dr. Harsh Vardhan, the minister best known for banning firecrackers during Diwali because they pollute more than stubble that burns for weeks and fires that rage for months. Dr. Vardhan has the dubious distinction of the only BJP minister to have spoken to God and share with us Her thoughts. While politicians pose a potent danger to Hinduism, which I will simply take as a simple rule, the situation on the ground is quite different. Ekatva(m) is emerging, but not the one that the likes of Tanishq envision - that is just a condition of being deluded, mithyātva.