In a move triggered by public backlash, an Indian jewelry brand has withdrawn its advertisement for the upcoming Rakshabandhan festival. The controversial ad, featuring actress Kriti Sanon, showcased her celebrating the Hindu sister-brother bonding event while dressed in a cropped top, skirt, and cape. Critics, including BJP MP Kangana Ranaut, accused the advertisement of being "intentionally creepy" for depicting Sanon tying the Rakhi thread in a bikini-like outfit. However, Sanon defended her attire, stating that culture and traditions reside within a woman's heart rather than on her clothing. The controversy also involved the portrayal of Sanon tying a Rakhi to her pet dog, which sparked further debate among social media users. Despite Sanon's spirited defense and support from figures like Congress MP Rahul Gandhi, Giva, the jewelry company, announced on Wednesday that it was withdrawing the ad out of respect for Indian culture, traditions, and festivals. This is not the first time an Indian brand has faced criticism and withdrawn an advertisement following social media backlash. In 2020, Tanishq also pulled an advertisement featuring an interfaith couple after facing right-wing criticism online. Debates over appropriate attire for women have frequently caused controversy in India, with instances such as the bullying of beauty pageant contestants over their clothing choices and the forced wrapping of a curtain around a student's legs during an exam due to her attire.