Indian jewellery brand withdraws ad after cultural sensitivity backlash

The advertisement, which was intended to celebrate Rakhi—an important festival in Hindu tradition—sparked controversy on social media over concerns regarding cultural appropriateness and the styling choices made in the commercial.

Kriti Sanon responded to the criticism by defending her participation in the campaign, asserting that her outfit and the advertisement's overall presentation were suitable for the festival's promotion. Despite her defence, the jewellery brand opted to withdraw the advertisement from circulation.

Rakhi, observed primarily in northern India, celebrates the bond between siblings and typically involves the ritual of tying a sacred thread on a brother's wrist. The festival has become an important occasion for jewellery sales, with major brands launching special campaigns during the season.

The incident reflects ongoing sensitivities in India regarding cultural representation in advertising, where brands must navigate evolving public expectations about how traditional festivals and customs are depicted in commercial content. Similar controversies have emerged periodically as advertisers seek to balance contemporary fashion and lifestyle messaging with cultural values.