Mumbai, August 26, 2026 (Yes Punjab News)
A jewellery brand has withdrawn its Raksha Bandhan advertisement featuring actress Kriti Sanon, a day after she defended her outfit against criticism on social media. The brand said it respects Indian culture, traditions and festivals and removed the campaign after some viewers said it had hurt their sentiments.
The controversy centred on Sanon’s off-white ensemble in the advertisement, which featured a bralette-style blouse, a cape and a draped skirt. The campaign also showed her celebrating the festival with her family and extending the idea of the bond of protection to pets.
On August 25, Sanon responded to the criticism on Instagram, arguing that the essence of festivals lies in their emotions and traditions rather than clothing.
“The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions,” she wrote, describing Raksha Bandhan as a bond of protection. She also said she and her sister tie rakhi to each other and pray for each other’s wellbeing.
Sanon further questioned the practice of judging a woman’s respect for her culture based on her clothes.
“Also, when will we stop telling women what to wear??” she wrote, adding that culture and traditions are “in her heart, not in her neckline”.
The brand subsequently issued a statement saying it had “the highest regard and deep respect for Indian culture, traditions and festivals”. It said the campaign was intended to celebrate the festival with families and pets, but added that if the advertisement had inadvertently hurt sentiments, that was not its intention.
“Out of respect, we have withdrawn the said advertisement from all media,” the brand said.
The campaign had triggered a wider online debate, with some users questioning the suitability of Sanon’s outfit for a traditional festival. The advertisement also drew criticism over its portrayal of Raksha Bandhan and the inclusion of a pet.
Actor and BJP MP Kangana Ranaut had also criticised Sanon’s appearance in the advertisement, questioning the choice of outfit for tying rakhi.
The controversy has since sparked a broader discussion on cultural traditions, festive advertising and women’s freedom to choose their clothing.
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