The discussion surrounding Kriti Senan's advertising campaign related to Raksha Bandhan has taken a new turn. The jewelry brand that launched this campaign provided clarification regarding the reasons for removing the commercial material.
The brand's founder, Ishendra Agrawal, stated that the decision to withdraw the advertisement was not made to deny the campaign's message. Instead, this step was taken after concerns arose about employee safety and increased tension near some stores.
Previously, actress Kriti Senan faced online trolling because she was dressed in a low-cut blouse and a bralette-style top in the advertisement. Some social media users considered this attire inappropriate for a campaign dedicated to a traditional festival.
Later, the jewelry brand completely removed the advertisement from all media platforms. The founder clarified that the original concept of the campaign remains unchanged, and the decision was driven primarily by concern for the safety of the brand's staff and stores.
Commenting on the dispute on Instagram, the founder noted that there was a perception that the brand had abandoned its campaign or its message. He emphasized that the brand still adheres to the initial intention, which was created jointly with Kriti.
Ishendra Agrawal wrote: 'I am following the discussion of our Raksha Bandhan campaign with Kriti, especially the notion that we do not stand behind the campaign or its message. I want to clarify that our belief in the purpose of the campaign remains the same.'
Agrawal added that the campaign was developed together with the actress, and its goal was to present Raksha Bandhan as a festival that unites families. In his opinion, the brand shares the feeling and meaning of this campaign with the actress.
Explaining the decision, the founder stated that tensions had escalated in the vicinity of some of the brand's stores, and due to certain incidents, an unsafe environment had developed for the teams working on site. He stressed: 'At the time, our primary responsibility was ensuring the safety of the people working on site and our stores, and I never want them to be harmed.'
This clarification came after the jewelry brand released an official statement on August 26th announcing the removal of the advertisement 'out of respect.' The brand affirmed its respect for Indian culture, traditions, and festivals, and also mentioned that the campaign aimed to celebrate the festival not only with family but also with pets.
Before the advertisement was removed, actress Kriti Senan commented on the criticism, questioning why women are judged by their clothing. She stated that the true essence of festivals lies in the feelings and traditions associated with them, not in what a person wears.
She wrote: 'The true purpose of festivals is not the clothes you wear, but your feelings and the significance of traditions. Raksha Bandhan is a bond of protection. My sister and I tie bracelets for each other. We know that we can protect each other just as well as any brother. We pray for each other's health, happiness, and long life. And for us, this prayer and promise is also intended for our dogs! After all, they are part of the family too!'
Furthermore, she raised the issue of the broader discussion concerning women's clothing and cultural identity. She continued: 'And when will we stop telling women what they should wear? Ethnic fashion has undergone great changes over time, but today women's respect for their culture is still judged only by their clothing! Culture and tradition are in the heart, not in the neckline!'