After Kriti Sanon’s response, brand withdraws Raksha Bandhan ad amid controversy

A Raksha Bandhan advertisement featuring Kriti Sanon has now been taken down following days of online criticism over the actress’ outfit. The jewellery brand behind the campaign issued a statement on Wednesday, saying it respects Indian culture, traditions and festivals and did not intend to hurt anyone’s sentiments.

The decision comes a day after Kriti responded to the criticism herself, arguing that festivals should be about the emotions and relationships they represent rather than what a woman chooses to wear.

Brand withdraws the advertisement

The campaign showed Kriti in an off-white outfit consisting of a bralette-style blouse, cape and draped skirt. While the advertisement was meant to mark Raksha Bandhan, some social media users questioned whether the styling was suitable for a campaign centred around a traditional Indian festival.

Amid the debate, the brand shared a statement on Instagram announcing that it had removed the advertisement from all platforms.

“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,” the brand said.

It added, “If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all. Out of respect, we have withdrawn the said advertisement from all media. Wish you all the love & positivity this festive season!”

Before the brand’s decision, Kriti had addressed the criticism in a post of her own on August 25.

The actress explained that her understanding of Raksha Bandhan was centred on the bond between siblings rather than traditional ideas about how someone should dress for the occasion.

“The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions. Rakshabandhan is a bond of protection. My sister and I tie rakhi to each other,” she wrote.

Kriti’s post also turned into a wider discussion about the way women are judged for their clothing, particularly when they appear in campaigns linked to Indian festivals.

“Also, 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.

Her comments came after the advertisement attracted a wave of criticism online, with some users objecting specifically to the bralette-style blouse worn by the actress.

The campaign also featured a sequence involving a dog. In the advertisement, Kriti ties a rakhi around the pet’s neck, seemingly presenting the animal as part of the family and extending the idea of Raksha Bandhan beyond the conventional brother-sister relationship.

Kangana Ranaut also criticised the campaign

The controversy had already drawn a response from actor and BJP MP Kangana Ranaut on August 24.

Taking a dig at the advertisement, Kangana questioned the decision to use the particular outfit for a Raksha Bandhan campaign. She wrote:

“It’s is a wonderful time to be a woman, our closets are full of variety of clothes, today’s woman is a global woman, from cocktail dresses to lehnga cholis, jeans to saris, bikins to salwar kameez, from all the options that are available to us today why would you tie your brother a Rakhi in your bikini/ undergarments?”

The advertisement has now been withdrawn, bringing the campaign itself to an end after the online debate surrounding Kriti’s styling and its treatment of the festival.

At the centre of the discussion, however, are two very different views: whether festival advertising should stick to familiar cultural imagery and dress codes, or whether traditions can be presented in a more contemporary way without taking away from their meaning.

With agency inputs