A Raksha Bandhan-themed jewellery advertisement featuring Bollywood actor Kriti Sanon has triggered a debate on social media, with actor and BJP MP Kangana Ranaut joining the criticism over the campaign’s styling and presentation.
The advertisement features Kriti in an Indo-Western ensemble, including an off-white bralette-style blouse, a cape-like layer and a draped skirt, as she celebrates Raksha Bandhan. The campaign also includes a pet-friendly element, with Kriti extending the rakhi gesture to a dog. While the advertisement appears to present a contemporary take on the traditional festival, several social media users questioned whether its styling was appropriate for the occasion.
Kangana Ranaut Reacts
Kangana Ranaut reacted to the controversy through an Instagram Story, apparently referring to the advertisement without directly naming Kriti Sanon.
Kangana questioned why, despite the wide range of clothing choices available to women, someone would choose what she described as a “bikini/undergarments” while tying a rakhi to a brother. She also questioned the campaign’s styling and said that the advertisement appeared “intentionally creepy.” Her comments quickly added another layer to the already heated online debate.
Social Media Divided Over the Ad
The campaign has received mixed reactions online. Critics have argued that the revealing outfit and unconventional presentation do not match their expectations of a traditional Raksha Bandhan celebration. Some users also questioned the absence of more familiar ceremonial elements associated with the festival.
Others, however, have viewed the campaign as a modern and creative interpretation rather than an attempt to disrespect tradition. The disagreement highlights the continuing debate around how Indian festivals and cultural traditions are represented in advertising and popular culture.
Kriti Sanon Has Yet to Respond
As the discussion continues, Kriti Sanon has not publicly responded to the criticism surrounding the advertisement or to Kangana Ranaut’s remarks, according to reports available at the time of publication.
The controversy once again shows how quickly celebrity advertising campaigns can become part of larger conversations about fashion, tradition, cultural representation and personal freedom. While some viewers expect festive advertisements to closely follow established customs, others are more open to contemporary interpretations.
For now, Kriti Sanon’s Raksha Bandhan campaign remains at the centre of a lively online debate—one that has become even more prominent after Kangana Ranaut’s sharp reaction.
