Indian jewellery ad pulled after backlash over actor's outfit

An Indian jewellery brand has removed their new advertisement for the upcoming festival of Rakshabandhan, also known as Rakhi, after backlash over the outfit worn by the female lead.

The ad featured popular Bollywood actor Kriti Sanon celebrating the Hindu festival in which sisters tie a thread called Rakhi over their brothers' wrists.

Sanon, who is seen in a cropped top, skirt and a cape, addressed her critics on Tuesday night saying "culture and traditions are in a woman's heart, not in her neckline!"

The row started earlier on Tuesday after actor and BJP MP Kangana Ranaut called the ad "intentionally creepy" and asked why someone would tie a Rakhi dressed in a bikini.

In her comments posted on social media, Ranaut did not name Sanon, but appeared to be referring to the actor.

"It is a wonderful time to be a woman, our closets are full of variety of clothes... From all the options that are available to us today why would you tie your brother a Rakhi in your bikini/under garments? Where are all your styling options? The advert looks intentionally creepy," she wrote.

Her remarks quickly drew attention online, with some users echoing her criticism of Sanon's outfit saying it was too revealing and inappropriate for a traditional festival.

One commentator described her top as a bralette, saying there was a "clear line between modern styling and basic sensitivity towards Hindu festivals".