New Delhi, Aug. 27 -- Earlier this week, a jewellery brand withdrew a Raksha Bandhan advertisement featuring an actor because some social media users criticised her clothing (an ivory lehnga paired with a bralette and cape) and the visuals of her tying a rakhi for a pet dog, alongside her brother.

While the actor stood by the ad, arguing that "women's cultural respect is still too often judged by what they wear", the brand removed the ad and apologised.

The reactions weren't cultural concern, but control dressed up as culture. And it also points to a pattern in what we choose to get angry about, and for how long.

There is no shortage of things worth being angry about. Every monsoon, some of the country's most expensive neighbourhoods, ...