Filmmaker Vivek Ranjan Agnihotri has criticised mimicking of the "sad, drugged and depressed lifestyle of the West" in advertising. Sharing pictures of the models in designer Sabyasachi's advertisements, he tweeted, "On Akshay Tritiya & Eid - festivals of celebration and happiness, 8 pages of fashion ad...but...lifeless, sad & depressed models...Please celebrate India...our culture and...life."