Mumbai: Kriti Sanon's latest Raksha Bandhan advertisement has sparked a major controversy on social media, forcing the jewelery brand behind the campaign to withdraw the ad from all platforms. The advertisement, which promoted a special rakhi collection for pets, faced criticism from several sections of users who objected to its theme, styling and presentation of the traditional festival.
The jewelery brand later issued a clarification, stating that the campaign was created with the intention of spreading love and celebrating the bond of Raksha Bandhan but was removed after some people expressed concerns over their sentiments being hurt.
Jewelery Brand Withdraws Kriti Sanon's Rakhi Advertisement
The advertisement featured Kriti Sanon celebrating Raksha Bandhan with her brother and pet dog. The campaign promoted the idea of extending the festival's emotions of love and protection towards pets, presenting them as an important part of the family.
However, the advertisement received heavy criticism online. Several social media users questioned the concept and also raised objections over Kriti Sanon's outfit in the campaign, calling it unsuitable for a traditional festival.
Following the backlash, the jewelery brand announced that the advertisement had been taken down from all media platforms.
The brand said that it respects Indian culture, traditions and festivals and clarified that there was no intention to hurt the emotions of any community or group.
Kriti Sanon Responds To Criticism
Amid the controversy, Kriti Sanon defended the advertisement and addressed the criticism through her social media post.
The actress said that the true meaning of festivals lies in emotions and traditions rather than just clothing choices. She highlighted that Raksha Bandhan represents a bond of protection and love, which according to her can extend to pets as well.
Kriti also questioned the criticism surrounding women's clothing choices and said that a person's respect for culture should not be judged only by their appearance.
She emphasized that traditions are connected with feelings and values rather than external factors.
Social Media Debate Over Tradition And Modern Representation
The controversy has triggered a wider debate on social media about the changing representation of Indian festivals in advertisements.
While some users supported the idea of including pets in family celebrations and appreciated the modern interpretation of Raksha Bandhan, others argued that advertisements around traditional festivals should maintain cultural sensitivity.
The debate has once again highlighted the challenge brands face while attempting to create modern campaigns around deeply rooted Indian traditions.
Brand Faces Backlash After Festival Campaign
The incident comes at a time when brands are increasingly using emotional storytelling and unconventional ideas to connect with audiences. However, campaigns linked to religious and cultural festivals often attract strong reactions from viewers.
The withdrawal of Kriti Sanon's Raksha Bandhan advertisement shows how quickly social media discussions can influence brand decisions and public perception.
For now, the jewelery brand has removed the campaign, while the debate around tradition, modernity and creative freedom continues online.