Brand Pulls Kriti Sanon Rakhi Campaign Following Backlash and Store Safety Fears

A brand has pulled down its Raksha Bandhan advertisement campaign featuring actor Kriti Sanon after facing intense criticism online and concerns over the safety of its on-ground store employees.

The commercial featured Sanon wearing a bralette-style blouse paired with a cape and a draped skirt while celebrating the festival. The outfit drew criticism from a section of netizens who questioned its suitability for Raksha Bandhan, sparking a wider debate on cultural expectations and women's clothing.

Sanon responded to the criticism by questioning why a woman's cultural values are judged based on her clothing. Actor Kangana Ranaut also commented on the campaign, terming the styling a form of cultural embarrassment.

Following the escalation, the brand decided to remove the advertisement across all its social media channels. The brand's founder stated that incidents around its physical stores had escalated, raising safety concerns for its on-ground teams and prompting the decision to withdraw the campaign.

Despite removing the ad, the brand maintained that it continues to stand by the creative intent of the campaign.