Controversial Advertising Triggers Public Debate

The, which featured Bollywood actor Kriti Sanon, was removed after criticism over the clothing she wore while celebrating the Hindu festival of Rakshabandhan; Rakhi is a traditional festival where sisters tie a sacred thread on their brothers’ wrists as a symbol of love and protection.

Sanon, who appeared in the ad in a cropped top, skirt, and cape, responded to the backlash on Tuesday night; she stated, ‘Culture and traditions are in a woman’s heart, not in her neckline!’

The controversy began earlier on Tuesday when BJP MP and actor Kangana Ranaut commented on the ad, calling it ‘intentionally creepy.’ Ranaut questioned why someone would tie a Rakhi dressed in a bikini. She did not name Sanon but appeared to be referring to her.

‘It is a wonderful time to be a woman, our closets are full of variety of clothes..; From all the options that are available to us today why would you tie your brother a Rakhi in your bikini/under garments? Where are all your styling options? The advert looks intentionally creepy,’ Ranaut wrote in her social media comments.

Ranaut’s remarks drew widespread attention, with some users agreeing with her criticism. One commentator described Sanon’s top as a bralette and said there was a ‘clear line between modern styling and basic sensitivity towards Hindu festivals.’

‘Pairing a bralette outfit with a sacred occasion like Rakshabandhan felt completely out of touch and unnecessary,’ the user wrote on X.

Some also objected to a scene in the ad where Sanon ties a Rakhi to her pet dog. However, Sanon received support from others, including Congress MP Rahul Gandhi, who defended her right to choose what she wears.

Supporters and Critics Voice Differing Opinions

Gandhi stated, ‘What a woman chooses to wear is her own decision.’ Others accused Ranaut of engaging in moral policing, noting that she had worn short dresses and Western outfits in her films and at social gatherings.

In response to her critics, Sanon posted on Instagram, addressing the mindset that questions women for their sartorial choices. She emphasized that the essence of festivals lies in the emotions and meaning held for traditions rather than the clothes worn.

‘When will we stop telling women what to wear?? Ethnic fashion has evolved over the years, but still a woman’s respect for her culture is measured with just her clothes!! Culture & Traditions are in her heart, not in her neckline!’ she wrote.

Sanon also defended the scene in the where she tied a Rakhi to her pet dog. She explained that while the festival traditionally celebrates the bond between a brother and sister, its spirit is about protecting loved ones, which included her sister and her pet.

Brand Withdraws Amid Sensitivity

Despite her spirited defence, the jewellery company Giva announced on Wednesday that it was pulling the. ‘We have the highest regard and deep respect for Indian culture, traditions, and festivals. As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets,’ Giva said in a statement on Instagram.

‘If our recent has inadvertently hurt the sentiments of some segments of society, that was not our intent at all. Out of respect, we have withdrawn the from all media,’ the statement added.

Giva is not the first Indian brand to withdraw an ad after criticism on social media. In 2020, popular jewellery brand Tanishq withdrew an featuring an interfaith couple after facing right-wing backlash online.