Jewellery ad pulled after actor outfit backlash

Kriti Sanon has defended a recent advertisement in which she appears celebrating the upcoming Hindu festival of Rakhi. The commercial, released by the consumer goods brand in early August, shows the actress gifting a rakhi to a brother‑figure while highlighting the brand’s new product line. The ad was circulated across television and digital platforms ahead of the festival, which falls on September 7.

The campaign drew mixed reactions from viewers, with some critics arguing that the ad commercialised a deeply personal cultural ritual. In response, Sanon issued a statement on her social media channels clarifying that the intent was to honour the tradition of sibling bonds rather than to exploit it for marketing. She emphasized that the brand’s messaging was aligned with promoting family values and that the ad was produced with sensitivity to the festival’s significance.

Sanon’s defense was met with support from several fan communities who appreciated her stance on cultural representation. The brand has since reiterated its commitment to respectful storytelling in its promotional content, noting that the Rakhi ad was part of a broader campaign celebrating Indian heritage.