India, Sept. 1 -- Let's talk about the blouse. Not the rakhi. Not the brother. Not the sister. Not even the dog. The blouse. Because somehow, that became the biggest story in Kriti Sanon's Raksha Bandhan advertisement.

The ad itself was fairly simple. Kriti played a sister celebrating Raksha Bandhan with her brother, with the family dog also included in the celebration. She tied a rakhi, the family came together, and the jewellery brand attempted to present the festival through a contemporary family setting.

Then the internet arrived. Was Kriti's outfit traditional enough? Was it respectful enough? Was a bralette-style blouse appropriate for Raksha Bandhan? Suddenly, a jewellery advertisement was no longer about a sibling bond. It was a...