'Deep respect for Indian culture': Kriti Sanon’s Raksha Bandhan ad withdrawn after backlash

A Raksha Bandhan advertisement featuring Kriti Sanon has been taken down from social media after facing criticism over its portrayal of the festival and the actor’s outfit.

The jewellery brand, which had appointed Sanon as its brand ambassador, issued a statement on Wednesday saying the advertisement was withdrawn after some viewers objected to its content.

Jewellery brand withdraws advertisement

The ad showed Sanon celebrating Raksha Bandhan with her brother and a pet dog. It promoted a collection for pets, including a rakhi intended for the family’s four-legged member.

Addressing the backlash, the brand said, "We have the highest regard and deep respect for Indian culture, traditions and festivals."

It added that the advertisement was intended to "extend Raksha Bandhan love and celebration to pets."

The company further said, "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 Out of respect, we have withdrawn the said advertisement from all media."

Kriti responds to criticism

The controversy also prompted Sanon to respond to criticism of her appearance in the advertisement. She was seen wearing a bralette-style choli with a sheer white ethnic shrug and a skirt.

In an Instagram Stories post on Tuesday, the actor said, "The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions."

Explaining what the festival means to her, Sanon wrote, "My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would have. We pray for each other's health, happiness & long life. And for us, this prayer and promise extends to our dogs too! Afterall, they are family!"

She also questioned criticism focused on her clothing.

"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 & Traditions are in her heart, not in her neckline!"

Nupur Sanon defends sister

Sanon’s younger sister Nupur Sanon also came out in her defence as criticism over the advertisement continued online.

The jewellery brand’s decision to remove the campaign followed the backlash, while Sanon’s response focused on the meaning of Raksha Bandhan and the debate around judging women’s cultural identity through their clothing.