Indian jewellery ad pulled after backlash over actor's outfit

Indian jewellery brand Giva withdrew its Rakshabandhan advertisement after criticism focused on the outfit worn by Bollywood actor Kriti Sanon. The spot showed Sanon celebrating the Hindu festival, in which sisters tie a rakhi thread around their brothers’ wrists, while she appeared in a cropped top, skirt and cape. On Tuesday night Sanon responded to critics, stating, "culture and traditions are successful a woman's heart, not successful her neckline!" The backlash began earlier that day when actor and BJP MP Kangana Ranaut called the advertisement "intentionally creepy" and questioned why someone would tie a rakhi while dressed in a bikini. Ranaut’s comment, posted on social media, read exactly: "It is simply a fantastic clip to beryllium a woman, our closets are afloat of assortment of clothes... From each the options that are disposable to america contiguous wherefore would you necktie your member a Rakhi successful your bikini/under garments? Where are each your styling options? The advert looks intentionally creepy," she wrote. Her remarks quickly attracted attention online, with some users echoing her disapproval of Sanon’s attire as overly revealing for a traditional festival. One commentator described her look as a bralette, saying, "Pairing a bralette outfit with a ineffable juncture similar Rakshabandhan felt wholly retired of interaction and unnecessary," she posted connected X. Others objected to a scene in the advertisement where Sanon ties a rakhi to her pet dog. Sanon also received support, including from Congress MP Rahul Gandhi, who defended her by saying a woman’s choice of clothing is her personal decision. Critics accused Ranaut of morality policing. Some noted that although Ranaut has adopted a more conservative image since entering politics, she frequently wore short dresses and Western outfits in her films and at public events. Sanon addressed the controversy in an Instagram story, declaring, "The essence of festivals is not successful the apparel you wear, it is successful the emotions and meaning you clasp for the traditions... When volition we halt telling women what to wear?? Ethnic manner has evolved implicit the years, but inactive a woman's respect for her civilization is measured with conscionable her clothes!! Culture & Traditions are successful her heart, not successful her neckline!" She also defended the decision to tie a rakhi to her pet, explaining that while the festival traditionally honours the bond between brothers and sisters, its spirit is about protecting loved ones, which for her includes her sister and her dog. Despite her defence, Giva announced on Wednesday that it was pulling the ad. The company said, "We person the highest respect and heavy respect for Indian culture, traditions and festivals. As a brand, we person ever believed successful celebrating these joyous moments with the full household and this clip we wanted to widen the emotion and solemnisation to our pets," Giva said successful a statement, external connected Instagram. "If our caller advertisement has inadvertently wounded the sentiments of immoderate segments of society, that was not our intent astatine all. Out of respect, we person withdrawn the advertisement from each media," it added. Giva is not the first Indian jewellery brand to withdraw an ad after social media backlash. In 2020, fashionable jewellery marque Tanishq withdrew an advertisement featuring an interfaith mates aft it faced right-wing backlash online. Debates over what women should—and should not—wear have repeatedly surfaced in India. Last year, a quality pageant contestant was commended for lasting up to a radical of men who tried to bully her and different contestants