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Rakhi Ad Pulled After Outfit Sparks Outrage
26 Aug
Summary
- A jewellery ad for Rakshabandhan was removed following criticism.
- Kriti Sanon defended her outfit, stating culture is internal.
- The brand cited respect for sentiments in withdrawing the ad.
An advertisement for the Hindu festival of Rakshabandhan, featuring Bollywood actor Kriti Sanon, has been removed by the jewellery brand following public criticism. The ad, which depicted Sanon celebrating the festival where sisters tie a Rakhi on their brothers' wrists, drew ire for her choice of attire. Sanon herself addressed the controversy, stating that "culture and traditions are in a woman's heart, not in her neckline!"
The backlash intensified after actor Kangana Ranaut described the ad as "intentionally creepy" and questioned the appropriateness of the outfit. While some users agreed, others defended Sanon, with Congress MP Rahul Gandhi asserting a woman's right to choose her own clothing. Some critics also pointed out Ranaut's past fashion choices in films.
The jewellery company, Giva, announced the withdrawal of the ad, stating that while they respect Indian culture and traditions, they did not intend to hurt sentiments. This situation echoes previous instances in India where brands have pulled advertisements after social media backlash, such as Tanishq's interfaith couple ad in 2020.
Debates surrounding women's clothing choices are recurring in India. Recent events include support for a beauty pageant contestant facing criticism over Western attire and outrage over a student being made to wrap a curtain around herself for wearing shorts to an exam. Such incidents underscore persistent societal discussions on modesty and freedom of expression.
