The backlash around Kriti Sanon’s Raksha Bandhan campaign for a jewellery brand has now drawn in another actor voice, and Urvashi Rautela’s response has sharpened the debate around where fashion, branding and festival sentiment collide. The actor weighed in after the campaign was pulled down, saying creative expression matters, but not at the cost of hurting the emotion tied to Raksha Bandhan.
Urvashi Rautela Draws A Clear Line
Speaking about the controversy, Urvashi said, “I truly believe that creativity should not come at the cost of cultural sensitivity. At the same time, I am someone who would never judge a person…or even the kind of clothes she wears.”
She then made it clear that her objection was not about policing a woman’s outfit, but about the context in which the campaign was positioned. “I think that while we celebrate freedom and creativity, we should also ponder over the fact that, even if it is a brand promotion, Raksha Bandhan comes with a lot of sensitivity.”
Urvashi also stressed that festive campaigns need a stronger sense of responsibility from brands. “So, we need to draw a line on what we need to do.” She further added, “At the end of the day, we are Indians, and we have to respect our country, India.”
Why The Kriti Sanon Ad Sparked Debate
The campaign began facing criticism after visuals of Kriti Sanon in a bralette-style blouse during a Raksha Bandhan-themed ad went viral online. A section of social media users objected to the styling, arguing that the festive setting demanded a different visual tone.
Kriti responded to the criticism with a note on social media, writing, “The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions.” The jewellery brand later removed the campaign and maintained that the message behind it still stood, but the ad was taken down after safety concerns emerged around stores and staff.
That is precisely why Urvashi’s comments have landed strongly in the middle of the conversation. At a moment when celebrity reactions are shaping public readings of the controversy, her intervention has added another high-visibility voice to the debate.
Urvashi Rautela’s Recent And Upcoming Work
On the work front, Urvashi was last seen in the Telugu action film Daaku Maharaaj in 2025. Her recent screen credits also include Inspector Avinash in 2023 and the direct-to-digital film Virgin Bhanupriya, which premiered on Zee5 in 2020. The mix of theatrical, streaming and regional projects has kept her visible across different audiences.
She also has Welcome to the Jungle lined up for 2026, while Black Rose remains among the titles associated with her current slate. That steady visibility has made her comments on headline-making pop culture moments travel quickly, and in this case, her remarks have only intensified the conversation already swirling around Kriti Sanon’s ad.
Stay tuned with us for the latest news, Hindi box office news, Hollywood news, OTT news, the latest Bollywood news, and the latest box office news.
