An Indian jewellery brand has withdrawn a Hindu festival-related advertisement featuring a popular Bollywood actor after the campaign sparked criticism over her outfit. The advertisement by Giva showed Kriti Sanon celebrating raksha bandhan – a festival that celebrates the bond between siblings and usually involves tying a thread called rakhi around the male sibling’s wrist.Giva was advertising “rakhi for pets” in the now-withdrawn advert. Sanon appeared in the campaign wearing a cropped blouse, skirt and draped fabric. The outfit drew criticism online, including from actor and Bharatiya Janata Party (BJP) MP, Kangana Ranaut, who described the advertisement as “intentionally creepy”.Ranaut did not name Sanon in her social media post but appeared to be referring to the actor and questioned why a woman would wear what she described as a “bikini” while tying a rakhi.“It’s a wonderful time to be a woman. Our closets are full of variety of clothes, today’s woman is a global woman. From cocktail dresses to lehenga cholis, jeans to saris, bikinis to salwar kameez, from all the options that are available to us today why would you tie your brother a rakhi in your bikini/undergarments? Where are all your styling options? Ha ha the advert looks intentionally creepy!”The comments triggered a massive debate online. Some users agreed with Ranaut while others accused her of policing women’s clothing. Rahul Gandhi, the leader of the opposition in India, also sided with Sanon and wrote on his social media: “What a woman wears, what she does and where she goes – is her choice.” He added: “Stop trolling women for exercising their freedom.” And he then added the hashtag “SmashThePatriarchy”. Earlier, Sanon also responded to Ranaut’s criticism without naming the MP. She wrote on her social media platforms: “The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions... When will we stop telling women what to wear?? Ethnic fashion has evolved over the years, but still a woman’s respect for her culture is measured with just her clothes!! Culture & Traditions are in her heart, not in her neckline!”Her Giva advertisement had also attracted criticism over the scene in which Sanon ties a rakhi to her pet dog. Some viewers said the campaign treated a Hindu tradition too casually. Sanon addressed this too. “Rakshabandhan is a bond of protection. My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would have. We pray for each other’s health, happiness & long life. And for us, this prayer and promise extends to our dogs too! After all, they are family!” she wrote on her Instagram stories.Sanon’s sister, Nupur Sanon, also chipped in and told Ranaut to “evolve”.“Imagine being this bothered by what another woman chooses to wear. Respectfully, evolve.”Despite the support for Sanon, Giva announced on Wednesday that it had removed the advertisement from all platforms.In a statement shared on Instagram, the brand wrote: “We have the highest regard and deep respect for Indian culture, traditions and festivals. As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets.“If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all. Out of respect, we have withdrawn the advertisement from all media,” it said. The controversy is not the first time an Indian jewellery company has pulled an advertisement following online backlash.In 2020, another brand Tanishq, withdrew a campaign featuring an interfaith couple after criticism from right-wing groups. The advertisement had shown a Muslim mother-in-law organising a traditional baby shower for her Hindu daughter-in-law.