According to South Asian Left, known as Salam, Tata, with its subsidiaries, supports the Israeli military and the occupation of Palestinian lands.

The TCS New York City Marathon, commonly known as the New York City Marathon, is the largest marathon globally. It is organized by New York Road Runners, NYRR. In 2023, it had more than 51,000 finishers. 

Protesters say Tata is providing IT services and cloud storage to the Israeli military, which, they claim, aids in the crushing of Palestinians.

Tata's IT service and cloud storage are provided to the Israeli army, said Aman, an organiser of Salam, while declaring that NYRR must end ties with TCS: "TCS has a deep involvement with Israel's defense projects and supports Israel's military operations in occupied Palestinian territories.".

Even investments by Tata Group in Israeli start-ups, and defense partnerships are finding fulminations by accusing it of helping to strengthen Israel's military capabilities.

The campaign builds onto earlier protests, where reportedly Amazon and Google employees were out protesting from their companies' involvement in Project Nimbus, a cloud services offering to Israel's government and military.

Salam further underlined the point that TCS's services enable Israel's surveillance and control over the Palestinians, positioning it within Israel's "apartheid economy."

Tata's association with Israel dates back to 2008 when the company partnered with Israel Aerospace Industries (IAI) for co-manufacturing of defense products.

India, one of Israel's largest military technology buyers, has upgraded its relations with the country since normalization in 1992, particularly in the defense sector.

The campaign is going to be launched at a time when the world is witnessing mass protests and increasing demands for boycotting those firms that are seen to support Israel as this writing is coming through and because the war is still ongoing between the two warring parties: Gaza.

Consumer protests against brands like McDonald's and Starbucks are getting bolder as these companies are increasingly in the crosshairs of criticism as alleged supporters toward Israeli military operations.

The "Tata Bye Bye" campaign addresses the growing awareness over Tata's stand in support of Israel to make corporations accountable that reap benefits from military occupations.

The pressure mounts as over 87 Palestinians are reportedly either confirmed dead or missing in the aftermath of Israeli airstrikes on Beit Lahiya in northern Gaza, as more bodies were recovered by rescuers.

The Israeli military has been maintaining a blockade of northern Gaza, effectively cutting off basic supplies to 400,000 residents. In southern Gaza, Oxfam reported four water engineers killed in an attack by Israel near the city of Khan Younis.
Since October 7, 2023, Israeli attacks have killed 42,603 Palestinians and injured 99,795.
Activists hope to pressure NYRR and TCS into cutting ties, amplifying the voices of those standing in solidarity with the Palestinian cause.