A Raksha Bandhan ad featuring Kriti Sanon has spiralled into one of the day’s sharpest celebrity flashpoints, with criticism over her styling and the campaign’s festive imagery prompting the actor to fire back with a pointed Instagram Stories note. As the commercial drew outrage over her outfit and a scene involving a rakhi being tied to a dog, Kriti made her stance unmistakably clear, saying culture and tradition cannot be reduced to a woman’s neckline.
Kriti Sanon Responds To The Backlash
In her note, Kriti wrote, “The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions. Rakshabandhan is a bond of protection. My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would have. We pray for each other’s health, happiness & long life. And for us, this prayer and promise extends to our dogs too! Afterall, they are family!”
She followed it up with an even more pointed statement on the conversation around women’s clothing. Kriti wrote, “Also, when will we stop telling women what to wear?? Ethnic fashion has evolved over the years, but still a woman’s respect for her culture is measured with just her clothes!! Culture & Traditions are in her heart, not in her neckline!”
Her response quickly shifted attention from the ad itself to the values she said it was trying to express, especially the idea that Raksha Bandhan is about mutual care and protection rather than rigid symbolism.
Why The Advertisement Sparked Debate
The ad had drawn criticism from a section of social media users who felt its styling was too westernised for Raksha Bandhan. Another point of objection was the visual of Kriti tying rakhi to a dog, which some viewers felt diluted the emotional and ritual significance of the festival.
Kangana Ranaut also weighed in on the controversy through Instagram Stories, without naming Kriti or the brand directly. She wrote, “From all the options that are available to us today why would you tie your brother a Rakhi in your bikini/ undergarments? Where are all your styling options? Ha ha the advert looks intentionally creepy!”
For an actor with Kriti’s level of visibility, even a festive brand campaign can quickly become a referendum on image, taste, and cultural expectation.
Kriti Sanon’s Recent And Upcoming Work
That visibility has only grown stronger in the past two years, which helps explain why the ad fallout has travelled so quickly beyond a single commercial. Kriti was recently seen in Cocktail 2, which had its OTT premiere this month after its theatrical run. In 2024, she balanced mainstream commercial presence with varied choices through Teri Baaton Mein Aisa Uljha Jiya, Crew, and Do Patti, the Netflix film that also marked her production debut.
With no confirmed upcoming titles, Kriti remains one of the most watched stars in the Hindi film space. That sustained spotlight means every public appearance, campaign, and statement lands with added weight, and her response to the Raksha Bandhan backlash has only reinforced that.
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