Kriti Sen’s Festive Campaign Withdrawn After Backlash

Mumbai, 28 August – After a wave of criticism, the jewellery brand behind Kriti Sanon's Raksha Bandhan commercial decided to pull the advertisement from every platform. The ad, which portrayed Sanon in a translucent off‑white dress with an ornate bralet‑style blouse, attracted criticism for allegedly crossing cultural boundaries. Madhuri Chandra, mother of Priyanka Chopra, addressed the issue at an event, emphasizing that "some limits must exist" and that personal choices should respect societal norms and the feelings of others. She clarified that while certain styles might be acceptable in niche gatherings, they become contentious when broadcast to a mass audience, especially influencing young viewers. Kriti's team responded sharply to trolls, apologising for any unintentional hurt and asserting respect for Indian traditions. Soon after, the brand posted on Instagram, confirming the ad's removal and reaffirming its commitment to honour Indian customs and festivals. The swift reaction underscores the growing sensitivity among Indian audiences towards representations in mainstream advertising.