Kriti Sanon’s newest Raksha Bandhan commercial has as soon as once more opened up a well-known debate round festive promoting in India. The actor options in a jewelry marketing campaign sporting an off-white bralette-style shirt with a cape and draped skirt. The advert additionally reveals her tying a rakhi to her pet canine.
Whereas some viewers noticed the marketing campaign as a up to date tackle the pageant, others questioned the styling and the best way Raksha Bandhan was introduced. Some social media customers felt that the outfit didn’t match the normal setting, whereas others objected to the inclusion of the canine. The criticism grew after Kangana Ranaut appeared to take a dig on the marketing campaign, questioning why somebody would tie a rakhi in a “bikini”. Kriti has not responded to the backlash up to now.
However Kriti’s advert is much from the primary festive or bridal marketing campaign to seek out itself on the centre of a culture-versus-modernity debate. Over time, a number of main manufacturers have confronted backlash for questioning rituals, altering conventional imagery or presenting Indian festivals via a extra up to date lens.
Listed below are among the most notable examples.
Alia Bhatt’s ‘Kanyadaan’ Advert
One of many largest examples got here in 2021 when Alia Bhatt featured in a bridal commercial for Manyavar’s Mohey.
The industrial questioned the normal apply of ‘kanyadaan’. Alia, enjoying a bride, wonders why a daughter is handled as one thing that must be “given away” throughout a marriage. The marketing campaign as a substitute promoted the thought of ‘kanyamaan’, specializing in respecting the bride quite than presenting her as somebody being donated to a different household.
The marketing campaign obtained reward for difficult gender stereotypes and questioning the thought of ‘paraya dhan’. Nevertheless, it additionally drew criticism from sections of social media, with some calling the marketing campaign an assault on Hindu traditions and accusing it of being “woke”.
Fabindia’s ‘Jashn-e-Riwaaz’ Diwali Marketing campaign
Fabindia additionally discovered itself dealing with backlash over its 2021 Diwali marketing campaign.
The model launched a festive clothes assortment referred to as ‘Jashn-e-Riwaaz’. The marketing campaign featured fashions in Indian ethnic put on, however using the Urdu phrase within the title turned the centre of the controversy.
Critics accused the model of utilizing an inappropriate title for a Diwali assortment and claimed that it was hurting Hindu sentiments. BJP chief Tejasvi Surya was amongst those that criticised the marketing campaign publicly. Fabindia ultimately eliminated the promotional tweet and withdrew the gathering from its web site.
The controversy was due to this fact not concerning the garments themselves, however about how a significant Indian pageant was being represented and named.
Dabur Fem’s Karva Chauth Marketing campaign
One other 2021 marketing campaign that triggered a significant debate was Dabur Fem’s Karva Chauth commercial.
The industrial confirmed two ladies making ready for his or her first Karva Chauth collectively. The ultimate sequence made it clear that the ladies have been a same-sex couple celebrating the pageant as companions.
The marketing campaign was praised by many viewers for bringing LGBTQ+ illustration into a conventional pageant. Nevertheless it additionally confronted backlash from individuals who mentioned the model was interfering with Hindu customs.
It turned one other instance of a model making an attempt to make a conventional pageant extra inclusive, solely to face resistance over how that custom was being portrayed.
Tanishq’s interfaith Marriage ceremony Marketing campaign
Tanishq’s 2020 ‘Ekatvam’ marketing campaign stays probably the most outstanding examples of a marriage commercial triggering a nationwide controversy.
The commercial confirmed a Hindu lady married right into a Muslim household. Her Muslim mother-in-law organises a conventional Hindu child bathe ceremony for her. The marketing campaign was positioned as a celebration of various cultures coming collectively.
Nevertheless, sections of social media accused Tanishq of selling what they referred to as ‘love jihad’. The model ultimately eliminated the commercial.
Sabyasachi’s Mangalsutra Marketing campaign
Sabyasachi’s 2021 mangalsutra marketing campaign was one other case the place a conventional image collided with up to date trend imagery.
The marketing campaign for the designer’s Royal Bengal Mangalsutra 1.2 featured fashions sporting the mangalsutra in intimate pictures. One picture confirmed a lady sporting a black brassiere with the mangalsutra whereas leaning towards a shirtless male mannequin.
A bit of social media customers referred to as the imagery inappropriate for a mangalsutra commercial and accused the model of disrespecting the normal significance of the jewelry.
What makes these controversies fascinating is that they aren’t all about the identical factor.
Alia Bhatt’s marketing campaign questioned a marriage ritual. Fabindia’s marketing campaign turned controversial over the language and cultural framing of Diwali. Dabur tried to deliver LGBTQ+ illustration into Karva Chauth. Tanishq centered on interfaith relationships and cultural unity, whereas Sabyasachi used up to date trend imagery round a conventional marital image.
Kriti Sanon’s Raksha Bandhan commercial now enters the identical dialog from one other angle: how conventional festivals ought to look on display and whether or not trendy trend can coexist with acquainted cultural imagery.
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