An Indian jewellery brand has removed their new advertisement for the upcoming festival of Rakshabandhan, also known as Rakhi, after backlash over the outfit worn by the female lead.
The ad featured popular Bollywood actor Kriti Sanon celebrating the Hindu festival in which sisters tie a thread called Rakhi over their brothers' wrists.
Sanon, who is seen in a cropped top, skirt and a cape, addressed her critics on Tuesday night saying "culture and traditions are in a woman's heart, not in her neckline!"
The row started earlier on Tuesday after actor and BJP MP Kangana Ranaut called the ad "intentionally creepy" and asked why someone would tie a Rakhi dressed in a bikini.
In her comments posted on social media, Ranaut did not name Sanon, but appeared to be referring to the actor.
"It is a wonderful time to be a woman, our closets are full of variety of clothes... From all the options that are available to us today why would you tie your brother a Rakhi in your bikini/under garments? Where are all your styling options? The advert looks intentionally creepy," she wrote.
Her remarks quickly drew attention online, with some users echoing her criticism of Sanon's outfit saying it was too revealing and inappropriate for a traditional festival.
One commentator described her top as a bralette, saying there was a "clear line between modern styling and basic sensitivity towards Hindu festivals".
"Pairing a bralette outfit with a sacred occasion like Rakshabandhan felt completely out of touch and unnecessary," she posted on X.
Others objected to a scene in the advertisement in which the actor also ties a rakhi on her pet dog.
But Sanon also received support, including from Congress MP Rahul Gandhi, who defended her, saying what a woman chose to wear was her own decision. Others accused Ranaut of moral policing.
Some also pointed out that though Ranaut has been more conservative in her clothing in recent years after becoming a politician, she herself often wore short dresses and Western outfits in her films and at social gatherings.
Sanon responded to the critics in an Instagram story, calling out the mindset that questioned women for their sartorial choices. Like Ranaut, she did not name anyone directly.
"The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions... When will we stop telling women what to wear?? Ethnic fashion has evolved over the years, but still a woman's respect for her culture is measured with just her clothes!! Culture & Traditions are in her heart, not in her neckline!"
Sanon also addressed the issue of tying Rakhi to her pet, saying though the festival traditionally celebrates the bond between a brother and sister, its spirit was about protecting loved ones - which, for her, included her sister and her pet.
Despite her spirited defence, jewellery company Giva announced on Wednesday it was pulling the ad.
"We have the highest regard and deep respect for Indian culture, traditions and festivals. As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets," Giva said in a statement on Instagram.
"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," it added.
Giva is not the first Indian brand to withdraw an ad after criticism on social media. In 2020, popular jewellery brand Tanishq withdrew an advertisement featuring an interfaith couple after it faced right-wing backlash online.
Debates over what women should - and shouldn't - wear have also repeatedly sparked controversy in India.
Last year, a beauty pageant contestant was commended for standing up to a group of men who tried to bully her and other contestants over the skirts and western dresses they were wearing.
In 2021, there was outrage after a 19-year-old student, who turned up in shorts to take an exam, was forced to wrap a curtain around her legs after the teacher objected to her clothes.
