Archive · 25 Aug 2026
Festive Advertisements Face Backlash Over Tradition and Representation
Kriti Sanon appeared in a Raksha Bandhan advertisement that upset some people.
They disliked her modern outfit and the inclusion of a dog in the rakhi ritual.
Some viewers said the campaign did not respect the religious festival.
Other advertisements have also caused similar arguments.
Alia Bhatt appeared in an advertisement questioning the tradition of Kanyadaan.
Tanishq faced criticism for an advertisement showing a Muslim mother-in-law celebrating a Hindu daughter-in-law's baby shower.
Sabyasachi withdrew an advertisement after people objected to intimate images involving Mangalsutra jewelry.
These examples show how advertisements can create debate when they change or reinterpret religious and cultural traditions.
Kriti Sanon's Raksha Bandhan advertisement drew criticism over her bralette-style outfit and tying a rakhi on a dog's paw.
Some social media users called Sanon's campaign inappropriate, a “woke agenda,” or hurtful to religious sentiments.
Alia Bhatt's 2021 bridal advertisement questioned the Hindu wedding ritual of Kanyadaan and faced backlash.
Tanishq withdrew a 2020 interfaith wedding advertisement after accusations that it promoted “love jihad.”
Sabyasachi Mukherjee withdrew a 2021 Mangalsutra campaign after criticism over its intimate imagery and alleged sexualization of a Hindu marriage symbol.
- Who
- Kriti Sanon, Alia Bhatt, Tanishq, and Sabyasachi Mukherjee are associated with the campaigns discussed.
- What
- Several festive and wedding-themed advertisements sparked backlash over their treatment of religious or cultural traditions.
- When
- Kriti Sanon's campaign is described as the latest example; the other cited campaigns appeared in 2020 and 2021.
- Where
- The backlash occurred largely on social media, while the advertisements appeared in digital or social-media campaigns.
- Why
- Critics objected to elements including Sanon's outfit and the dog in a Raksha Bandhan ritual, questioning Kanyadaan, depicting an interfaith family, and using intimate Mangalsutra imagery.
Campaign Defenders
Critics
Raksha Bandhan portrayal
Campaign Defenders
The campaign presents a modern interpretation of the festival and includes a dog in the rakhi ritual.
Critics
Critics said Sanon's bralette-style outfit and tying a rakhi on a dog's paw were inappropriate and hurt religious sentiments.
Questioning Kanyadaan
Campaign Defenders
The advertisement challenges the idea that a daughter is symbolically given away and presents her as an equal member of her family.
Critics
Critics said it questioned a centuries-old Hindu wedding tradition.
Interfaith representation
Campaign Defenders
Tanishq's advertisement promoted communal harmony by showing a Muslim mother-in-law celebrating her Hindu daughter-in-law.
Critics
A section of viewers accused the campaign of promoting “love jihad,” after which it was withdrawn.
Mangalsutra imagery
Campaign Defenders
The Sabyasachi campaign presented the brand's Mangalsutra collection through fashion imagery.
Critics
Critics said the intimate poses sexualized a symbol of Hindu marriage, prompting outrage and withdrawal of the campaign.
- Latest controversy
- Kriti Sanon's Raksha Bandhan campaign faced social-media backlash over her outfit and a dog receiving a rakhi.
- Alia Bhatt campaign
- A 2021 bridal advertisement questioned the tradition of Kanyadaan.
- Tanishq campaign
- A 2020 advertisement showed a Muslim mother-in-law organising a baby shower for her Hindu daughter-in-law.
- Tanishq outcome
- The advertisement was pulled from social-media platforms after severe backlash.
- Sabyasachi campaign
- A 2021 Mangalsutra campaign featured models in intimate poses, including shirtless male models.
- Sabyasachi outcome
- The Mangalsutra campaign was withdrawn after online outrage and threats of legal action from political figures.