A new advertisement for the Indian jewelry brand Giva, featuring Bollywood actor Kriti Sanon, has been withdrawn following public backlash over Sanon's outfit worn during a depiction of the upcoming Raksha Bandhan festival. The festival, also known as Rakhi, traditionally involves sisters tying a sacred thread on their brothers' wrists.
Sanon, who appeared in the ad wearing a cropped top, skirt, and cape, defended her attire, stating that "culture and traditions are in a woman's heart, not in her neckline!" The controversy ignited after actor and politician Kangana Ranaut criticized the ad on social media, calling it "intentionally creepy" and questioning why someone would tie a Rakhi dressed in what she described as a bikini.
Ranaut's remarks quickly garnered attention, with some social media users agreeing that Sanon's outfit was too revealing and inappropriate for a traditional festival. One commentator described the top as a bralette and stated there is a "clear line between modern styling and basic sensitivity towards Hindu festivals."
Some critics also objected to a scene in the advertisement where Sanon ties a Rakhi on her pet dog. However, Sanon also received support, with some arguing that a woman's clothing choice is a personal decision and accusing Ranaut of moral policing. Supporters pointed out Ranaut's own past fashion choices in films and social events.
In response to the criticism, Sanon shared a statement on Instagram, emphasizing that the essence of festivals lies in emotions and the meaning held for traditions, not in clothing. She also addressed the inclusion of her pet in the ad, explaining that the spirit of Raksha Bandhan is about protecting loved ones, which for her includes her family and pet.
Despite Sanon's defense, Giva announced on Wednesday that it was pulling the advertisement. "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 Out of respect, we have withdrawn the advertisement from all media," the company stated. Giva added that they have "the highest regard and deep respect for Indian culture, traditions and festivals."
This incident follows a pattern of Indian brands withdrawing advertisements after facing online criticism. In 2020, the jewelry brand Tanishq removed an ad featuring an interfaith couple due to a right-wing backlash. Debates surrounding women's attire have also led to controversies in India, including incidents related to beauty pageant contestants and a student asked to alter her attire for an exam.