Jewellery brand Zeeva has removed a Raksha Bandhan advertisement featuring actor Kriti Sanon after it faced criticism on social media over her clothing and a scene showing her tying a rakhi to her pet dog.
The campaign, which appeared on social media on 17 August 2026, ran for about 35 seconds. It showed Sanon celebrating Raksha Bandhan in a white lehenga with a deep-neck bralette-style blouse. In the advertisement, she tied a rakhi to her brother and then to her pet dog.
The criticism focused mainly on the actor’s outfit. Some users argued that the clothing was inappropriate for a festival, while others objected to the inclusion of the dog in the ritual. Several commenters also questioned the absence of elements such as a tilak and aarti. Some users called for a boycott of the brand.
Zeeva withdraws the campaign
As the debate grew, Zeeva announced that it had taken the advertisement down from all platforms. The company said it respected Indian culture, traditions and festivals, and had intended to extend the feeling of family celebration to pets as well.
The brand said it had not meant to hurt the sentiments of any section of society. It described the decision to remove the advertisement as an expression of respect and ended its statement by wishing people love and positivity during the festive season.
The advertisement also prompted criticism from BJP MP and actor Kangana Ranaut. Although she did not name Sanon or Zeeva in her Instagram story, her comments were understood to refer to the campaign. Ranaut questioned why someone would tie a rakhi to a brother while wearing a bikini or underwear when other clothing choices were available.
She described the advertisement as deliberately uncomfortable. Her remarks added to a debate that had already centred on whether Sanon’s clothes and the pet scene were compatible with the festival.
Sanon defends the message
Sanon responded through Instagram, arguing that a woman’s respect for culture should not be judged by her clothing. She said the essence of a festival lies in the traditions a person follows sincerely rather than in what they wear.
The actor described Raksha Bandhan as a relationship based on love and protection. She said that she and her sister tie rakhis to each other, promise to protect one another and pray for each other’s health, happiness and long life.
Sanon also explained the presence of the dog in the advertisement. She said the same love and prayers extended to the family’s pet because pets are part of the family.
Addressing the wider argument over women’s clothing, Sanon questioned why women are still told what they should wear. She said traditional fashion has changed over time and argued that culture and tradition are held in the heart, not judged by a neckline.
Rahul Gandhi backs Sanon
Congress leader Rahul Gandhi supported Sanon during the controversy by sharing her Instagram story. The Leader of the Opposition in the Lok Sabha said that what a woman wears, does or where she goes is her choice.
Gandhi urged people to stop trolling women for exercising their freedom. He also used the hashtag “Smash the Patriarchy” in his Instagram story.
Sanon’s position also received support from social media users who questioned why her clothes had become a matter of morality. Some argued that the advertisement should be viewed as a campaign rather than as a test of a woman’s adherence to tradition.
The dispute therefore moved beyond the Zeeva advertisement itself. It brought together opposing views on festival representation, the use of traditional rituals in advertising, the place of pets in family celebrations and the extent to which women’s clothing should be linked to cultural respect.
Zeeva’s withdrawal followed the criticism, while the public exchange between Ranaut, Sanon and Gandhi kept the discussion focused on clothing, personal choice and the meaning of tradition in a contemporary festival advertisement.
