Kriti Sanon Responds to Backlash Over Raksha Bandhan Advertisement

Bollywood actor Kriti Sanon has addressed the criticism surrounding her recent Raksha Bandhan-themed jewellery advertisement, which has triggered a heated discussion on social media. The campaign became controversial over both Sanon’s contemporary outfit and a sequence in which she ties a rakhi to a pet dog.

The advertisement was released around the festival of Raksha Bandhan and presented the celebration through a modern lens. Sanon appears in a fusion-style ensemble featuring a light-coloured blouse, cape and draped skirt while participating in the festive ritual. The styling quickly became a major talking point online, with some viewers arguing that the look did not suit an advertisement centred on a traditional Indian festival.

Another element that attracted attention was the inclusion of a dog. In the campaign, Sanon ties a rakhi to the pet, reflecting the idea that animals can also be considered part of a family. While some viewers saw the concept as an affectionate and contemporary interpretation of the festival, others questioned whether the traditional ritual should have been presented this way.

The controversy grew as criticism spread across social media. Several users objected to Sanon’s clothing, saying they expected more conventional festive styling for a Raksha Bandhan campaign. Others criticised the creative decision to include the dog in the celebration and accused the advertisement of moving too far away from familiar traditions.

The issue also attracted comments from fellow actor Kangana Ranaut, adding another layer to the debate. The criticism was not limited to ordinary social media users, with the advertisement becoming part of a broader discussion about how Indian festivals are represented in popular culture and advertising.

Amid the growing reaction, Sanon finally responded through a series of Instagram Stories. Rather than focusing only on the advertisement, the actor addressed the larger question of how women are judged based on their clothing, particularly when they participate in cultural or religious celebrations.

Sanon explained that she views festivals as being connected to emotions, relationships and traditions rather than simply the clothes worn during the occasion. She pointed out that Raksha Bandhan, for her and her sister, represents a bond of mutual care and protection. She also explained why the pet was included in the celebration, saying that the same affection and wishes for wellbeing extend to the dogs in her family because they are considered family members.

Her response also challenged the idea that a woman’s respect for her culture can be determined by her appearance. Sanon questioned why women continue to face expectations about what they should wear, particularly during important occasions. She argued that clothing alone should not be treated as the measure of a person's cultural values.

The actor further pointed to the changing nature of ethnic fashion. Traditional Indian clothing has evolved over the years, with designers increasingly blending conventional silhouettes with contemporary styles. In her view, modern fashion does not necessarily mean a person has abandoned their cultural identity.

Sanon’s comments have now become another major part of the controversy, with social media users once again divided. Some have supported her argument about personal choice and the freedom to dress according to individual preferences. Others continue to believe that advertisements built around traditional festivals should maintain a stronger connection with conventional cultural imagery.

The episode has therefore moved beyond a discussion about one celebrity advertisement. It has opened up a wider conversation about the balance between tradition and modernity, creative freedom in advertising, and the expectations placed on women during culturally significant celebrations.

For Sanon, the controversy appears to have become an opportunity to make her position clear: cultural identity, in her view, is something deeper than appearance. Whether audiences agree with the campaign's creative direction or not, her response has ensured that the Raksha Bandhan advertisement continues to generate discussion well beyond its original promotional purpose.