What is the story about?
Kriti Sanon, who was appointed as the brand ambassador of a modern jewellery brand, faced the heat of a recent advertisement that endorsed rakhis for pets.
The actress was heavily criticised on the internet for wearing a contemporary ethnic outfit, which was deemed unfit and inappropriate for the festival of Raksha Bandhan. Amid the backlash, the jewellery brand issued a statement, confirming that the advertisement has been pulled down from all social platforms. The statement came a day after Kriti responded to the criticism on her Instagram Stories.
Kriti Sanon's controversial Raksha Bandhan ad removed
On Wednesday, the jewellery brand clarified that the intention behind the advertisement was not to hurt sentiments of a certain section of society. In their statement, the brand wrote, "We have the highest regard and deep respect for Indian culture, traditions and festivals." Further adding, they clarified that the intention behind the ad was to 'extend Raksha Bandhan love and celebration to pets.'
The brand added, "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 Out of respect, we have withdrawn the said advertisement from all media."
Why did Kriti Sanon face criticism for Rakhi ad?
In the Raksha Bandhan ad, Kriti celebrated the festival with her brother and a pet dog. Promoting the brand's latest pet collection, including a rakhi for the four-legged member of the family, she chose to tie it to the dog before her brother. The actress was seen in a bralette-style choli, with a sheer white ethnic shrug and a skirt.
Kriti Sanon reacts to criticism over outfit
On Tuesday, Kriti reacted to the backlash for her outfit in the ad. She wrote on Instagram Stories, "The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions." The actress explained that she looks at Raksha Bandhan as a 'bond of protection' and mentioned, "My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would have. We pray for each other's health, happiness & long life. And for us, this prayer and promise extends to our dogs too! Afterall, they are family!"
Kriti questioned, "Also, 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!"
Kriti's younger sister Nupur Sanon came out in her defence amid the criticism.
