Jewellery brand pulls Rakhi commercial after social media uproar

A jewellery house withdrew its Raksha Bandhan commercial after the ad featuring Kruti Senna faced widespread backlash. The brand, which had intended to showcase a modern outfit and even include pets in the celebration, said it had “deep respect for Indian culture and festivals.”

In their Instagram announcement, the company expressed regret that the ad may have hurt anyone’s sentiments and decided to delete the video from every media outlet.

The controversy gained further traction when fellow actress Kangana Ranaut referenced the ad in an Instagram story, humorously questioning why a sister would tie a rakhi on a brother dressed in a bikini or underwear. Ranaut’s remarks amplified the discussion about evolving fashion choices and cultural expectations for women.