A jewellery brand has withdrawn its Raksha Bandhan advertisement featuring actress Kriti Sanon on 27 August, one day after Sanon publicly defended her outfit choice against online criticism. The brand cited respect for Indian culture and traditions as the reason for pulling the campaign from all media platforms.

The Advertisement That Sparked the Debate

The now-withdrawn ad showed Kriti Sanon in an off-white ensemble comprising a bralette-style blouse, a cape, and a draped skirt — a contemporary take on ethnic fashion styled for the Raksha Bandhan festival. A significant section of social media users argued the outfit was inappropriate for a campaign centred on a traditional Indian festival, triggering a wave of online criticism directed at the actress.

The Brand's Statement

In a statement posted on Instagram on Wednesday, the jewellery brand said: '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 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 Out of respect, we have withdrawn the said advertisement from all media.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 and positivity this festive season!'

Kriti Sanon's Response to Trolls

A day before the brand's withdrawal, on 25 August, Sanon posted a detailed note on her Instagram handle pushing back against the criticism. '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.

Sanon elaborated that the sentiment of protection extended beyond siblings to her dogs. 'We know we can protect each other no less than a brother would have. We pray for each other's health, happiness and long life. And for us, this prayer and promise extends to our dogs too! Afterall, they are family!' she added.

The actress also addressed the broader question of policing women's clothing choices. '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 and Traditions are in her heart, not in her neckline!' her note concluded.

Kangana Ranaut Weighs In

On 24 August, actress Kangana Ranaut also commented on the controversy, taking a measured but pointed stance. 'It 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?' Ranaut wrote, acknowledging women's freedom of choice while questioning the specific context.

The Broader Context

The episode is the latest in a recurring pattern of Bollywood advertising campaigns drawing online fire for blending contemporary fashion with traditional festival imagery. Notably, the backlash this time was sufficient to prompt the brand itself to act — a relatively rare outcome in such controversies. The withdrawal effectively validates the criticism in the eyes of many online commentators, even as Sanon's defence has drawn support from others who see the episode as an example of selective cultural gatekeeping directed at women.

With festive season campaigns ramping up across categories, the incident is likely to prompt advertisers to reassess the balance between aspirational styling and cultural sensitivity in festival-linked promotions.