- Published
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.
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brand → publish → 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.
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sisters → feature → 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!"
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culture → see → 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.
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someone → start → bikini
In her comments posted on social media, Ranaut did not name Sanon, but appeared to be referring to the actor.
"
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Ranaut → post → actor
From all the options that are available to us today why would you tie your brother a Rakhi in your bikini/under garments?
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you → tie → garments
The advert looks intentionally creepy," she wrote.
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she → look → ?
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.
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it → draw → festival
One commentator described her top as a bralette, saying there was a "clear line between modern styling and basic sensitivity towards Hindu festivals".
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commentator → describe → 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.
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actor → pair → 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.
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chose → receive → what
Others accused Ranaut of moral policing.
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Others → accuse → 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.
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she → point → gatherings
Sanon responded to the critics in an Instagram story, calling out the mindset that questioned women for their sartorial choices.
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that → respond → choices
Like Ranaut, she did not name anyone directly.
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she → name → anyone
"The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions...
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you → wear → traditions
When will we stop telling women what to wear??
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we → stop → what
Ethnic fashion has evolved over the years, but still a woman's respect for her culture is measured with just her clothes!!
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respect → evolve → clothes
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.
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which → address → sister
Despite her spirited defence, jewellery company Giva announced on Wednesday it was pulling the ad.
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it → announce → ad
"We have the highest regard and deep respect for Indian culture, traditions and festivals.
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We → have → culture
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
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we → believe → pets
," Giva said in a statement, external on Instagram.
"If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all.
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that → say → society
Out of respect, we have withdrawn the advertisement from all media," it added.
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it → withdraw → media
Giva is not the first Indian brand to withdraw an ad after criticism on social media.
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Giva → withdraw → media
In 2020, popular jewellery brand Tanishq withdrew an advertisement featuring an interfaith couple after it faced right-wing backlash online.
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it → withdraw → backlash
Debates over what women should - and shouldn't - wear have also repeatedly sparked controversy in India.
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women → wear → 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.
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they → commend → skirts
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.
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teacher → be → clothes
In the same year, thousands of women - and some men - shared photos of themselves wearing ripped jeans after the chief minister of the northern state of Uttarakhand criticised a woman for wearing them.
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minister → share → them
The Aporia
