Jewellery Brand Withdraws Controversial Raksha Bandhan Ad Featuring Kriti Sanon Following Public Backlash
A prominent jewellery brand has officially withdrawn its latest advertising campaign featuring Bollywood actress Kriti Sanon, just one day after the star defended her appearance in the commercial.
The campaign, which was intended to celebrate the spirit of Raksha Bandhan, drew sharp criticism from a segment of internet users who objected to the actor’s attire. In the advertisement, Sanon was seen wearing a modern, off-white ensemble consisting of a bralette-style blouse paired with a cape and a draped skirt. Critics argued that the contemporary outfit was inappropriate for the traditional Hindu festival.
Brand Issues Formal Apology
In a statement released on Instagram this Wednesday, the jewellery brand announced its decision to pull the campaign from all media platforms, citing a desire to respect cultural sentiments.
“If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all,” the brand stated. “Out of respect, we have withdrawn the said advertisement from all media. Wish you all the love & positivity this festive season!”
Kriti Sanon’s Defiant Stance
The decision to remove the ad followed a thoughtful, firm response from Sanon on August 25. Before the brand’s intervention, the actress took to social media to challenge the scrutiny surrounding her clothing, arguing that the essence of a festival lies in its emotional significance rather than the wardrobe choices of the celebrants.
“The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions,” Sanon wrote in her Instagram note. She emphasized that for her and her sister, Raksha Bandhan is a bond of protection that transcends traditional gender roles, even extending that protective bond to their pet dogs.
Challenging Cultural Policing
Beyond the immediate controversy, Sanon used the platform to address broader societal issues regarding the policing of women’s fashion. She pointedly questioned why a woman’s devotion to her culture continues to be measured solely by her attire.
“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!” she asserted. “Culture & Traditions are in her heart, not in her neckline!”
The incident has sparked a wider conversation online regarding the intersection of modern fashion, brand endorsements, and traditional values in contemporary India. While the brand has opted to retreat to avoid further controversy, Sanon’s defense has resonated with many who advocate for individual autonomy in fashion choice.
