The Devil’s Advocate, serving you a cocktail of humour, wit and sarcasm
Rakhi, or Raksha Bandhan, is celebrated to honour the bond of love, care and mutual protection between siblings. Traditionally, a sister ties a sacred thread, the rakhi, around her brother’s wrist, while he promises to support and protect her. Sweets, blessings and gifts are usually exchanged as part of the celebration.
This year, however, Rakhi became entangled in controversy after GIVA, a jewellery brand, released an advertisement featuring Kriti Sanon, a Bollywood actor, in a revealing outfit while tying rakhi on both a man and a dog.
The campaign ruffled more than a few feathers, and social media promptly exploded. Some viewers felt that tying rakhi to a dog trivialised the religious and familial meaning of Raksha Bandhan. Others accused the brand of mocking Hindu traditions. Supporters of Kriti, meanwhile, defended the advertisement as a modern portrayal of pets as members of the family, women empowerment and smashing patriarchy
The majority of critics appeared less concerned about the dog than about Kriti’s outfit, which they considered inappropriate for the occasion. In the resulting uproar, one party emerged as the obvious winner: the jewellery brand, which had successfully turned a festival advertisement into a viral marketing event.
Amid the heated debate, Appu caught up with Kriti, who was taking her dog, Rocky, for a walk. Rocky was proudly wearing his rakhi around his neck and appeared completely unconcerned about the controversy.
“You have certainly caused a stir,” Appu said. “Would you care to explain?”
Kriti was straight to the point. “People should stop telling women what they should and should not wear. I am a modern, Westernised woman—strong, independent and empowered. My body. My choice. I’m free to do whatever I want with my body. Indians are used to seeing Bollywood actresses in revealing outfits. Everyone enjoys the hot item-number songs, including the children. Moviegoers have seen me in scanty clothes in my films, so what’s the big deal about my showing cleavage?”
She adjusted the jewellery around her neck while Appu made a determined effort to keep his eyes fixed firmly on her face and not let the roving eyes wander over her breasts.
Appu said, “There is nothing inherently wrong with showing skin, but many people felt that the outfit was inappropriate for the occasion. You wouldn’t wear a bikini to a temple, would you?”
Kriti said. “I do not believe in Raksha Bandhan anyway. I do not need a man to protect me. I am perfectly capable of looking after myself. It is an oppressive tradition created by patriarchy to make women feel weak, vulnerable and dependent on men forever. I am smashing patriarchy with this outfit.”
Appu looked confused. “If you do not believe in Raksha Bandhan, why did you agree to do the advertisement?”
Kriti paused.
“Many people are calling you a hypocrite,” Appu continued. “They say that in a Muslim Eid advertisement you were fully covered and looked demure, whereas for Raksha Bandhan you were bearing them all”
Kriti shrugged. “Look, I am an actor. I do what the director wants me to do. The money was good. I got to keep the jewellery and clothes, and now I am a national celebrity. What more do I want? Frankly, the advertisement was not really about Raksha Bandhan. It was about selling jewellery. I was wearing a great deal of it around my neck, and the director thought the best way to direct attention towards it was via the cleavage. Sex sells.”
Appu nodded slowly. “But why tie a rakhi to a dog? Some people are even jokingly asking why the brother was fully dressed instead of being shirtless and wearing only underwear!”
Kriti shot back. “Raksha Bandhan is about appreciating anyone who shows love and care. Rocky is an excellent protector. The other day, when a burglar broke into my home, Rocky wrestled him to the ground, tied him up and called the police.”
Rocky barked modestly, as if confirming the account.
Kriti continued. “This advertisement has had several positive effects. Sales of pet rakhis have soared. People are now tying rakhis on their pet dogs, cats, goats and pigs. The revealing rakhi outfit has now been normalized and popular with the girls, and men are lining up to have rakhis tied on them.”
Appu concluded. “The real winner, of course, is GIVA. Before the advertisement, relatively few people knew the jewellery brand. After the controversy, everyone knows the brand. That is not merely advertising. That is a masterclass in turning outrage into brand awareness”
As for Kriti, she hinted that the controversy might lead to further commercial opportunities. She said. “I am currently in talks with a lingerie brand. They are interested in having me celebrate Karva Chauth in a bikini on a beach location in Australia.”
Rocky barked again. Whether it was laughter, disagreement or a request for biscuits, nobody could say. But one thing was certain, he would definitely feature in the Karva Chauth ad too.
Disclaimer: The views and opinions expressed in this article are those of the author.
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