A Raksha Bandhan advertisement featuring Kriti Sanon has sparked a much bigger conversation online after Kangana Ranaut criticized the actress’ outfit and the way the festival was portrayed.
The GIVA jewelry campaign featured Kriti celebrating Raksha Bandhan by tying a rakhi on her brother and even including her dog in the tradition.
But it was Kriti’s outfit, an off-white Vvani ensemble featuring a skirt, jacket and bralette-style embroidered blouse, that became one of the biggest talking points.
Kangana weighed in on Instagram, questioning why someone would tie a rakhi while wearing what she described as “undergarments.” She also called the advertisement “intentionally creepy.”
Her comments helped fuel an online debate about what is considered appropriate clothing while celebrating Indian festivals.
Kriti then appeared to respond to the criticism with a message of her own.
“The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions,” she wrote.
Kriti explained that she and her sister tie rakhis to each other and said their prayer and promise of protection also extends to their dogs because they consider them family.
She then addressed the conversation around her clothing more directly, asking, “When will we stop telling women what to wear??”
“Culture & Traditions are in her heart, not in her neckline!” she added.
As the debate continued, an older post from Kangana resurfaced in which she had defended a woman’s right to choose her own clothing, writing that what a woman “wears or forgets to wear is entirely her business.”
Kangana subsequently responded to the comparison, arguing that Kriti’s outfit was only a “minor detail.” She instead questioned other elements of the advertisement, including the absence of parents, a home setting and several traditional elements associated with the festival.
The controversy eventually prompted GIVA to withdraw the advertisement. The brand said it has “the highest regard and deep respect for Indian culture, traditions and festivals” and explained that it had intended to extend the celebration to pets as members of the family.
“If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all,” the company said before confirming the ad had been withdrawn.
The controversy has since grown beyond one outfit or advertisement, opening up a larger debate over who gets to decide the “right” way to celebrate a tradition, and whether a woman’s clothing should be used to measure her respect for her culture.
For some, the ad strayed too far from their idea of a traditional Raksha Bandhan celebration. For others, Kriti’s look was simply a modern Indian outfit, and including a beloved pet was another way of celebrating family.
Either way, one Raksha Bandhan campaign has certainly started a much bigger conversation.
WATCH THE AD HERE
More on how Kriti Sanon and her sister tie Rakhis on each other HERE.
