From Tanishq to FabIndia! Ads That Faced Backlash

Kriti Sanon’s latest Raksha Bandhan advertisement has sparked a familiar debate in India over how brands portray traditional festivals.

The jewellery campaign featuring Sanon has drawn criticism on social media over her contemporary outfit and its unconventional portrayal of Raksha Bandhan. The ad also shows her tying a rakhi to her pet dog, prompting mixed reactions. While some viewers appreciated its modern approach, others questioned whether it reflected the traditional spirit of the festival.

Sanon has responded to the criticism, arguing that culture and tradition cannot be judged by a woman’s clothing. She said the emotions and values associated with a festival matter more than a particular dress code.

However, this is not the first Indian advertisement to trigger controversy around festivals or weddings.

Tanishq’s 2020 ‘Ekatvam’ campaign featured an interfaith family celebrating a Hindu baby-shower ceremony. The advertisement received praise for promoting unity but also faced intense online backlash and was eventually withdrawn.

In 2021, Manyavar Mohey’s bridal campaign featuring Alia Bhatt questioned the traditional concept of ‘kanyadaan’. The campaign sought to present the bride as an equal partner rather than someone being ‘given away’. Although many praised the progressive message, critics accused the brand of challenging a religious tradition.

FabIndia also faced criticism in 2021 over its Diwali campaign titled ‘Jashn-e-Riwaaz’. The use of the Urdu phrase became a point of contention, with critics arguing that the campaign did not sufficiently reflect Diwali’s traditional identity. The company later withdrew the campaign.

Another major controversy came from Dabur’s Karwa Chauth advertisement featuring a same-sex couple. The campaign attempted to present a more inclusive interpretation of the festival but faced political and social-media backlash. Dabur subsequently removed the advertisement and apologised.

These incidents underline the difficult balance brands face while advertising around India’s festivals and weddings. Companies increasingly use modern fashion, diverse families and progressive themes to connect with younger audiences. But when traditional rituals are reinterpreted, advertisements can quickly become part of a larger cultural debate.

Kriti Sanon’s Raksha Bandhan campaign has now joined this growing list, once again bringing the tension between tradition, modernity and advertising into the spotlight.