Kriti Sanon’s latest Raksha Bandhan campaign has landed in the middle of a noisy social media debate. The jewellery brand ad, designed around festive warmth and modern family bonds, has instead sparked criticism over the actress’s outfit and the decision to include her pet dog in the celebration.
The reaction has been swift because the campaign touches a festival that carries deep emotional and cultural meaning for many viewers. With Sanon fronting the film, every styling and storytelling choice has come under intense scrutiny online.
Why The Raksha Bandhan Ad Sparked Debate
In the advertisement, Kriti is shown celebrating Raksha Bandhan with her brother before extending the ritual to her pet dog, positioning the animal as part of the family. That idea, though clearly intended as an inclusive and affectionate gesture, has become the central flashpoint around the ad.
A section of viewers took issue with Sanon’s festive styling, while others felt the commercial stretched the symbolism of Raksha Bandhan too far by placing a pet within the ritual. Supporters, however, argued that the campaign reflects how many households genuinely treat pets as family members and did not see the inclusion as disrespectful to tradition.
The brand framed the campaign around that idea of an expanded family circle, describing it as a “Furever Sibling” bond while also spotlighting a pet-themed festive collection. That phrase has only added to the conversation, because it underlines exactly what divided viewers in the first place: whether festive advertising should reinterpret tradition this freely or remain more rooted in familiar imagery.
For Sanon, the backlash is a reminder that celebrity-led festive campaigns now live or die by instant public response. A polished visual and a warm concept are no longer enough. Audiences are closely watching how brands handle tradition, symbolism and cultural emotion, especially when a major star is at the centre of the frame.
Kriti Sanon’s Recent And Upcoming Work
Sanon has stayed busy across both theatrical and OTT titles in the past few years. In 2024, she starred in Teri Baaton Mein Aisa Uljha Jiya opposite Shahid Kapoor and followed it with Crew, sharing screen space with Kareena Kapoor Khan and Tabu. She also headlined Netflix’s Do Patti in 2024, a project that doubled as her production debut and marked a significant expansion of her career beyond acting.
Her more recent filmography shows that Tere Ishk Mein released in 2025, while Cocktail 2 was scheduled for a theatrical release on June 19, 2026, which places it in the past relative to August 23, 2026. Current listings also show another Hindi project in post-production with Rahul Dholakia, indicating that Sanon continues to balance mainstream commercial outings with ambitious next-phase collaborations.
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