Jewellery brand GIVA has withdrawn a Raksha Bandhan advertisement featuring actress Kriti Sanon following social media backlash over her attire [1, 2].
The incident highlights the ongoing tension in India between modern fashion choices and traditional expectations during religious and cultural festivals. The dispute has evolved from a marketing failure into a political debate over women's autonomy and cultural preservation.
Public critics argued that Sanon's outfit was inappropriate for the traditional Raksha Bandhan celebration [1, 2]. In response to the outcry, GIVA said it removed the campaign to respect public sentiment and Indian traditions [1, 2].
The controversy drew attention from high-profile political figures. BJP MP Kangana Ranaut criticized the campaign, saying that the advertisement is “creepy” [3].
Sanon responded to the trolls and the criticism from Ranaut by defending her choice. She said that culture is in the heart, not in her neckline [4].
Congress leader Rahul Gandhi also entered the fray to support the actress. He said that what a woman wears, what she does, and where she goes — is her choice [3].
The debate reflects a broader societal divide in India regarding the intersection of celebrity influence, commercial advertising, and the perceived sanctity of traditional festivals. While some view the outfit as a violation of cultural norms, others see the backlash as an attempt to police women's bodies.
“"Culture is in the heart, not in her neckline."”
This incident underscores the volatility of 'culture wars' in Indian marketing, where brands must navigate a narrow path between contemporary appeal and traditionalist sensitivities. The rapid escalation from a clothing choice to a political clash between BJP and Congress figures demonstrates how fashion in the public eye often serves as a proxy for deeper ideological battles over gender roles and national identity.
