The Indian jewellery brand Giva announced on Wednesday that it has withdrawn a new advertisement for the Hindu festival of Rakshabandhan following public criticism of the clothing worn by actor Kriti Sanon. The advertisement, which featured Sanon celebrating the tradition of tying a Rakhi thread, was removed from all media platforms after social media users and a public official characterized the outfit as inappropriate for a religious occasion.
The controversy began on Tuesday when Kangana Ranaut, a Bollywood actor and Member of Parliament for the Bharatiya Janata Party (BJP), posted on social media describing the advertisement as "intentionally creepy." Although she did not name Sanon directly, Ranaut questioned the choice of wearing what she described as a "bikini" or "under garments" while performing a traditional ceremony with a brother. Other commentators on social media platforms such as X echoed these sentiments, with one user describing Sanon’s top as a "bralette" and stating there was a lack of sensitivity toward Hindu festivals.
In response to the criticism, Sanon defended the advertisement on Instagram Tuesday night, stating that a woman's respect for culture should not be measured by her clothes and that "traditions are in a woman's heart, not in her neckline." She also addressed a scene where she tied a Rakhi on her pet dog, explaining that she views the festival’s spirit of protection as extending to all loved ones. While Congress MP Rahul Gandhi supported Sanon, stating that clothing choices are a personal decision, Giva issued a statement the following day confirming the ad's removal to avoid hurting "the sentiments of some segments of society."
For Indian consumers and social media users, the incident reinforces a pattern of "moral policing" regarding women's attire, which has previously affected students and pageant contestants. Individuals who view these traditions as sacred may see the withdrawal as a necessary step to maintain the solemnity of religious festivals. Conversely, those who support Sanon and the brand's creative choices may notice a narrowing of acceptable "ethnic fashion" styles in public media. The incident follows similar withdrawals by major companies like Tanishq, suggesting that brands are increasingly sensitive to social media backlash that could impact their market standing.
The knock-on effects of this withdrawal could influence future advertising regulations or self-censorship by Indian corporations during religious holidays. As of Wednesday, the advertisement remains offline, and Giva has stated its intent is to respect Indian culture and festivals. No legal action or official government mandate was reported as the cause for the removal. Future debates regarding sartorial choices in India are likely to continue, as evidenced by previous public reactions to ripped jeans and western clothing in academic and professional settings.