Indian jewellery ad pulled after backlash over actor's outfit

An Indian jewellery brand has removed its new advertisement for the upcoming festival of Rakshabandhan, also known as Rakhi, after backlash over the outfit worn by the female lead.

The ad, featuring Bollywood actor Kriti Sanon, showcased her celebrating the Hindu festival in a cropped top, skirt and a cape. Critics, including BJP MP Kangana Ranaut, slammed the ad as "intentionally creepy" and questioned why a Rakhi should be threaded over a bikini.

Sanon responded on social media, saying "culture and traditions are in a woman's heart, not in her neckline!" She also defended the idea of tying a Rakhi on her pet dog, arguing that the festival's spirit protects loved ones, including companions.

While Sanon received support from Congress MP Rahul Gandhi, moral‑policing accusations ignited online debates. The discussion highlighted past controversies over women’s attire, such as a 2020 Tanishq ad featuring an interfaith couple meeting right‑wing backlash.

Giva announced on Wednesday that the ad had been withdrawn, stating they "have the highest regard and deep respect for Indian culture, traditions and festivals." The company added: "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 Out of respect, we have withdrawn the advertisement from all media."

The controversy reflects ongoing debates in India over what women should dress for cultural celebrations, a debate that continues to stir online and in the media.