Kangana Ranaut Criticises Kriti Sanon’s Raksha Bandhan Advertisement Over Outfit Choice

A Raksha Bandhan advertisement featuring Kriti Sanon has sparked a social media debate after actor and BJP MP Kangana Ranaut criticised the choice of clothing shown in the campaign. The advertisement, created for a jewellery brand, has drawn mixed reactions online, with discussions focusing on whether the styling is appropriate for a festival associated with family, tradition and cultural celebration.

Kriti Sanon appears in the campaign wearing an off-white ensemble that combines a bralette-style blouse with a cape and a draped skirt. The advertisement presents the actor in a festive setting while promoting jewellery, but some social media users questioned the styling and felt that the outfit did not fit the traditional character of Raksha Bandhan.

The online discussion intensified after Kangana Ranaut publicly weighed in on the advertisement. According to the post highlighted by NDTV, Ranaut questioned the decision to use such an outfit in a Raksha Bandhan campaign and described the advertisement as intentionally inappropriate in its presentation.

Advertisement Becomes Subject of Online Debate

The jewellery campaign was intended to connect the brand with the celebrations surrounding Raksha Bandhan. The festival is traditionally associated with the bond between brothers and sisters and is widely celebrated across India.

However, the clothing worn by Sanon became the main talking point among sections of social media users. While the advertisement's styling uses contemporary fashion elements, some viewers criticised the look for being too revealing for a campaign centred on an Indian festival.

Others directed their criticism towards the brand rather than the actor, arguing that the creative concept could have incorporated more conventional festive styling while still maintaining a modern fashion aesthetic.

The debate illustrates the continuing tension between traditional cultural imagery and contemporary fashion advertising. Jewellery campaigns, in particular, frequently attempt to combine heritage-inspired themes with modern clothing and styling, sometimes resulting in contrasting reactions from audiences.

Kangana Ranaut Joins the Criticism

Ranaut's comments added another dimension to the controversy. The actor-turned-politician has previously been outspoken about subjects involving Indian culture, fashion and the entertainment industry.

In this case, her criticism focused on the way the advertisement presented the festival alongside Sanon's outfit. The headline accompanying the report highlighted Ranaut's question about tying a rakhi while wearing a bikini-style outfit and her description of the advertisement as "intentionally creepy."

Her remarks quickly became part of the wider conversation surrounding the campaign. Rather than remaining limited to a discussion about fashion, the advertisement consequently became a debate about how festivals should be represented in commercial campaigns.

Mixed Reactions to Kriti Sanon’s Look

The reaction to Sanon's appearance has not been uniform. Some social media users criticised the outfit, describing it as skimpy and arguing that the styling was unsuitable for a Raksha Bandhan advertisement.

At the same time, the controversy also reflects a broader discussion about personal fashion choices and the freedom of advertisers to interpret traditional occasions through contemporary design.

Sanon's outfit consists of an off-white bralette-style top, a cape and a draped skirt. The look is styled with jewellery, keeping the campaign connected to the brand's primary purpose. The visual approach appears to blend festive jewellery with a more modern fashion presentation.

The criticism, therefore, is less about the presence of jewellery or the festival itself and more about whether the selected clothing communicates the intended festive message effectively.

Why Festival Advertising Often Attracts Attention

Advertising around major Indian festivals can carry additional cultural expectations. Brands often use festivals to build emotional connections with consumers, drawing on themes such as family, tradition, relationships and celebration.

At the same time, fashion and jewellery companies frequently use celebrities and contemporary styling to appeal to younger audiences. Finding a balance between these two approaches can be challenging, particularly when an advertisement is released on social media, where viewers can immediately express their opinions.

The controversy surrounding Sanon's Raksha Bandhan campaign demonstrates how quickly a fashion decision can become the central focus of an advertisement. Instead of concentrating solely on the jewellery being promoted, audiences have been discussing the outfit and the cultural message they believe it conveys.

A Larger Conversation About Modern Festive Fashion

The disagreement also raises a wider question about how traditional festivals should be represented in modern advertising. For some viewers, contemporary fashion has a natural place in festive campaigns, while others expect advertisements connected to cultural occasions to retain stronger traditional elements.

There is no single response to that debate, and reactions can vary significantly depending on individual expectations. In Sanon's case, the campaign has generated attention precisely because its styling takes a distinctly modern approach to a festival traditionally presented through more conventional imagery.

For now, the advertisement continues to be discussed online, with Kangana Ranaut's criticism adding further visibility to the controversy. What began as a jewellery campaign for Raksha Bandhan has consequently become a broader conversation about celebrity fashion, advertising choices and the place of contemporary styling in India's traditional festivals.