Indian jewellery ad pulled after backlash over actor’s outfit
An Indian jewellery brand, Giva, withdrew its Rakshabandhan advertisement featuring Bollywood actor Kriti Sanon after criticism that her outfit was inappropriate for the Hindu festival, which celebrates the bond between brothers and sisters. The row began when actor-turned-politician Kangana Ranaut branded the advert "intentionally creepy," questioning why Sanon appeared in what she described as revealing clothing while performing the traditional Rakhi ritual, sparking a wider debate about women's dress and cultural expectations in India.
Sanon, seen in the ad wearing a cropped top, skirt and cape, defended herself publicly, arguing that "culture and traditions are in a woman's heart, not in her neckline." She received support from figures including Congress MP Rahul Gandhi, while critics also objected to a scene showing her tying a Rakhi to her pet dog. Giva said on Wednesday it had "inadvertently hurt the sentiments of some segments of society" and pulled the advert from all media, following a similar 2020 incident in which jewellery brand Tanishq withdrew an ad depicting an interfaith couple after online backlash.
In short
- Giva pulled its Rakhi advert after outfit criticism from politician Kangana Ranaut
- Actor Kriti Sanon defended her clothing choice, citing culture over neckline
- Row echoes 2020 Tanishq ad withdrawal amid similar online backlash
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Those concerned about the outfit argue that Rakshabandhan is a sacred Hindu festival deserving respectful observance, including appropriate dress that reflects the occasion's cultural and religious significance. They contend that major brands exploiting cultural traditions whilst departing from established norms risks cheapening meaningful practices, and that this concern is not about restricting women's freedom generally but about honouring specific ceremonies in ways that resonate with those for whom such traditions are central to their identity and values.
The case against
Defenders of the advertisement argue that women's clothing should not be policed according to cultural dress codes, and that the intensity of criticism reflects problematic gendered expectations about how women must present themselves. They counter that respecting traditions need not require conforming to particular dress standards, particularly ones historically imposed on women, and that authentic cultural appreciation stems from the heart and intentions of individuals rather than from adherence to specific sartorial rules about women's bodies.
Explained simply
Raksha Bandhan, often called Rakhi, is a Hindu festival that celebrates the relationship between brothers and sisters. A sister traditionally ties a protective thread, called a rakhi, around her brother’s wrist, and the occasion is also marked by gifts.
Jewellery brands often advertise around festivals such as Raksha Bandhan. Their campaigns can prompt disagreement about how religious customs should be represented and what clothing is considered appropriate, particularly for women.
Giva is an Indian jewellery brand, and Kriti Sanon is a Bollywood actor. Kangana Ranaut is an actor who entered politics, while Rahul Gandhi is a senior Congress politician; their differing responses placed the advert in a wider public debate about tradition, women’s dress and commercial advertising.
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