Kangana Ranaut has once again made headlines with her outspoken views. This time, the actress and BJP MP has taken an indirect dig at Kriti Sanon over her recent Raksha Bandhan jewellery advertisement.
The advertisement, released by jewellery brand GIVA, features Kriti celebrating Raksha Bandhan in a contemporary Indo-Western outfit. However, the styling did not go down well with a section of social media users, who questioned whether the look was appropriate for a campaign centred around a traditional Indian festival.
Kangana subsequently shared her reaction on Instagram Stories without directly naming Kriti. Her comments quickly became part of the growing online debate.
What Did Kangana Ranaut Say?
Kangana questioned why someone would choose a bikini-style or revealing outfit while performing a traditional Raksha Bandhan ritual.
In her Instagram Story, she pointed out that women today have access to a wide variety of clothing, ranging from Western outfits to traditional Indian wear. She then questioned why a woman would choose what she described as a bikini or undergarment-like outfit while tying a Rakhi to her brother.
Kangana also described the advertisement as “intentionally creepy”, making her criticism of the campaign quite clear.
What Is the Kriti Sanon Raksha Bandhan Advertisement About?
The advertisement features Kriti Sanon celebrating Raksha Bandhan in a modern setting. She wears an off-white bralette-style blouse paired with a cape and draped skirt.
The campaign attempts to give the traditional festival a contemporary fashion treatment. However, some viewers felt that the styling overshadowed the emotional and cultural aspect of Raksha Bandhan.
Another element that attracted attention was the presence of a dog. Kriti is shown tying a Rakhi on the dog after it barks at her, which also generated mixed reactions online.
Kriti Sanon Raksha Bandhan Ad: Key Details
| Details | Information |
|---|---|
| Actress | Kriti Sanon |
| Campaign | Raksha Bandhan jewellery advertisement |
| Brand | GIVA |
| Festival | Raksha Bandhan |
| Outfit | Off-white bralette-style blouse, cape and draped skirt |
| Controversy | Styling and festive presentation |
| Critic | Kangana Ranaut |
| Kangana’s Reaction | Called the advertisement “intentionally creepy” |
| Kriti’s Response | No direct response so far |
Why Did the Ad Spark Backlash?
Soon after the advertisement appeared online, a section of social media users criticised the campaign.
The main criticism centred on the contrast between the traditional nature of Raksha Bandhan and the contemporary outfit worn by Kriti. Some users argued that the advertisement did not contain enough familiar elements associated with the festival, while others objected specifically to the styling.
At the same time, not everyone viewed the campaign negatively. The debate also reflects a broader discussion about whether traditional festivals should always be represented through conventional clothing and rituals or whether brands should be free to reinterpret them through contemporary fashion.
Kangana’s Comments Add Another Layer
Kangana Ranaut is known for expressing strong opinions on issues involving Bollywood, fashion and social trends. Her latest comments have therefore given the advertisement controversy even more visibility.
Rather than directly naming Kriti, Kangana referred to the advertisement and questioned its styling. Her message focused on the availability of different fashion choices and whether a more traditional look could have been used for the occasion.
The criticism has since been widely discussed on social media and entertainment platforms.
Kriti Sanon Has Not Responded
As of now, Kriti Sanon has not directly responded to Kangana’s remarks or addressed the controversy surrounding the advertisement.
Interestingly, amid the discussion, Kriti shared photographs on social media featuring her sister Nupur Sanon and her rumoured partner Kabir Bahia. She did not specifically address the criticism surrounding the Raksha Bandhan campaign in those posts.
Her decision to remain silent has left the controversy largely centred around the advertisement itself and Kangana’s comments.
A Debate Over Tradition and Modern Fashion
The controversy has also moved beyond the two actresses.
At its core, the debate is about how traditional Indian festivals should be represented in modern advertising. Jewellery brands and fashion companies frequently use festivals to showcase contemporary styles, while audiences often expect traditional occasions such as Raksha Bandhan to retain certain familiar cultural elements.
Kriti’s advertisement appears to have attempted a modern interpretation, but the response shows that such experiments can sometimes divide viewers.
Kangana and Kriti Have Been in the News Before
Both Kangana and Kriti have frequently been part of Bollywood conversations, although they have generally followed very different career paths.
Kangana is known for films such as Queen, Tanu Weds Manu and Fashion, while Kriti has established herself through movies including Mimi, Bareilly Ki Barfi, Crew and Luka Chuppi.
Kriti has also increasingly become associated with fashion and major brand campaigns, making her latest festive advertisement another prominent part of her public image.
The Controversy Continues Online
The discussion surrounding the Kriti Sanon Raksha Bandhan ad continues to generate reactions, with audiences divided between those who see the campaign as a modern fashion interpretation and those who feel that the styling does not suit the cultural context of the festival.
Kangana Ranaut’s intervention has ensured that the debate has moved beyond social media comments and into mainstream entertainment coverage.
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