Bollywood actor's Indian festival ad withdrawn after row over outfit

A new advertisement for the upcoming Indian festival of Rakshabandhan, also known as Rakhi, featuring popular Bollywood actor Kriti Sanon, has been pulled by an Indian jewellery brand following a controversy over the outfit worn by Sanon.

The ad depicted Sanon celebrating the Hindu festival, where sisters traditionally tie a thread called Rakhi on their brothers' wrists. Sanon was shown in a cropped top, skirt, and a drape.

On Tuesday night, Sanon responded to her critics, stating, "culture and traditions are in a woman's heart, not in her neckline!"

The dispute began earlier on Tuesday when actor and BJP MP Kangana Ranaut criticized the ad as "intentionally creepy," questioning why someone would tie a Rakhi while dressed in a bikini.

Though Ranaut did not explicitly name Sanon in her social media comments, her remarks appeared to refer to the actor. Ranaut wrote, "It is a wonderful time to be a woman, our closets are full of variety of clothes... From all the options that are available to us today why would you tie your brother a Rakhi in your bikini/under garments? Where are all your styling options? The advert looks intentionally creepy."

Ranaut's comments quickly gained traction online, with some users echoing her criticism of Sanon's attire. Others also took issue with a scene in the advertisement where Sanon ties a Rakhi on her pet dog.

However, Sanon also received support, including from Congress MP Rahul Gandhi, who defended her right to choose her attire. Others accused Ranaut of moral policing. Some also pointed out that Ranaut, despite adopting a more conservative dress style in recent years as a politician, had frequently worn short dresses and Western outfits in her films and at social gatherings.

Sanon addressed her critics in an Instagram story, challenging the mindset that scrutinizes women's clothing choices. Like Ranaut, she did not name anyone directly. She wrote, "The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions... 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!"

Sanon also clarified the scene with her pet, explaining that while the festival traditionally celebrates the bond between siblings, its core spirit is about protecting loved ones, which for her included her sister and her pet.

Despite Sanon's defense, the jewellery company Giva announced on Wednesday that it was withdrawing the advertisement.

In a statement, Giva 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. 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."

Giva is not the first Indian brand to remove an advertisement due to social media criticism. In 2020, the popular jewellery brand Tanishq withdrew an ad featuring an interfaith couple after facing backlash from right-wing groups online.

Debates surrounding women's attire have frequently sparked controversy in India. Last year, a beauty pageant contestant was praised for confronting a group of men who attempted to intimidate her and other contestants over their skirts and Western dresses. In 2021, there was outrage when a 19-year-old student, wearing shorts to an exam, was compelled to wrap a curtain around her legs after a teacher objected to her clothing. In the same year, thousands of women, and some men, shared photos of themselves in ripped jeans after the chief minister of Uttarakhand criticized a woman for wearing them.