Kriti Sanon’s Raksha Bandhan Ad Sparks Backlash: 7 Indian Campaigns That Faced Similar Tradition Rows

Add as a preferred source on Google

Kriti Sanon's latest Raksha Bandhan advertisement for jewellery brand GIVA has sparked an online debate over how traditional festivals should be represented in advertising. The campaign shows Sanon celebrating with her brother in a contemporary outfit and tying a rakhi to her pet dog. While some viewers appreciated the modern approach, others criticised her styling and the portrayal of the ritual, with some calling the campaign inappropriate.

Photo Credit: Instagram@tellyreporter/opindia_com/AI-generated

The controversy has now gained further attention after Kangana Ranaut criticised the advertisement, questioning Sanon's choice of outfit for a Raksha Bandhan celebration and calling the campaign "intentionally creepy". Her remarks have added a prominent voice to the criticism already circulating online.

But Kriti's ad is far from the first Indian campaign to face backlash for reinterpreting tradition. Over the years, brands have faced criticism for changing religious rituals, introducing contemporary ideas into festivals or presenting traditional symbols through modern fashion. Here are seven campaigns that sparked similar debates.

1. Tanishq's 'Ekatvam' Ad

Tanishq's 2020 jewellery campaign showed a Hindu woman attending a traditional baby-shower ceremony organised by her Muslim in-laws. Intended as a message of interfaith harmony, the advertisement faced accusations of promoting "love jihad" and boycott calls. Tanishq eventually withdrew it, citing severe reactions and concerns for its employees and partners.

2. Sabyasachi's Mangalsutra Campaign

Sabyasachi's 2021 Mangalsutra campaign featured models wearing the traditional marital necklace in intimate imagery. Critics said the visuals were inappropriate and disrespectful to the cultural significance of the mangalsutra. Following the backlash, the designer withdrew the campaign.

3. Manyavar's Alia Bhatt 'Kanyadaan' Ad

Manyavar's Mohey campaign featuring Alia Bhatt questioned the traditional concept ofkanyadaan, proposingkanyamaan instead. While some praised its gender-equality message, critics accused the brand of attacking Hindu traditions. The campaign also triggered protests and boycott calls.

4. Dabur Fem's Karwa Chauth Campaign

Fems Karwachauth campaign has been withdrawn from all social media handles and we unconditionally apologise for unintentionally hurting people’s sentiments. pic.twitter.com/hDEfbvkm45

— Dabur India Ltd (@DaburIndia) October 25, 2021

Dabur's 2021 Fem advertisement portrayed a same-sex couple observing Karwa Chauth. The campaign was praised for representation but also faced criticism from sections of social media and political figures over its portrayal of the Hindu festival. Dabur eventually withdrew the advertisement and apologised.

5. Aamir Khan-Kiara Advani's AU Bank Ad

An AU Small Finance Bank advertisement featuring Aamir Khan and Kiara Advani challenged a familiar post-wedding custom by showing the groom being welcomed into the bride's home. Critics accused the campaign of undermining Hindu traditions, while others saw it as a gender-equality message. The ad was later withdrawn.

6. FabIndia's 'Jashn-e-Riwaaz' Campaign

FabIndia's 2021 festive campaign faced backlash over its use of the phrase 'Jashn-e-Riwaaz' in connection with its festive collection. Critics objected to the cultural framing and accused the brand of hurting Hindu sentiments. The promotional post was subsequently removed amid the controversy.

7. Bharat Matrimony's Holi Campaign

This Womens Day & Holi, lets celebrate by creating safer and more inclusive spaces for women. Its important to acknowledge the challenges that women face in public spaces and create a society that truly respects their well-being - today & forever.#BharatMatrimony #BeChoosy pic.twitter.com/9bqIXZqaXu

— Bharatmatrimony.com (@bharatmatrimony) March 8, 2023

Bharat Matrimony's 2023 Holi campaign focused on harassment women can face during the festival. The advertisement showed a woman washing off Holi colours to reveal bruises. While it aimed to raise awareness, critics said it portrayed Holi negatively and called for a boycott. The campaign sparked a wider debate about how social issues should be presented around religious festivals.

Why Traditional Advertising Keeps Triggering Debate

From religious rituals and wedding customs to festival clothing and cultural symbols, these campaigns show how sensitive traditional themes can be in advertising. A creative decision intended to signal inclusivity, equality or modernity can be interpreted by another section of the audience as disrespectful or unnecessary.

Kriti Sanon's GIVA campaign has entered the same conversation, with the debate extending beyond her outfit to the way Raksha Bandhan itself is being portrayed. As brands increasingly use festivals to communicate contemporary social messages, the line between reimagining tradition and offending cultural sentiment remains difficult to navigate.