Kriti Sanon’s Raksha Bandhan Advertisement Sparks Debate Over Tradition, Fashion and Festival Representation

A recent Raksha Bandhan advertisement featuring actress Kriti Sanon has triggered a heated discussion on social media, with the debate expanding beyond fashion to questions about how Indian festivals are portrayed in modern advertising.

The advertisement, released by jewellery brand GIVA for the Raksha Bandhan season, placed Sanon at the centre of the campaign. While the commercial was intended as a festive-themed promotion, sections of social media users objected to the way the celebration was presented, particularly Sanon’s outfit and the absence of several traditional elements commonly associated with Raksha Bandhan.

Why the GIVA Advertisement Became Controversial

The campaign showed Kriti Sanon in a contemporary outfit consisting of a bralette-style blouse, matching skirt and cape-like styling. Soon after the advertisement appeared online, users began debating whether such styling was appropriate for a Raksha Bandhan campaign.

The criticism did not remain limited to fashion. Some viewers argued that the commercial reduced the festival to the simple act of tying a rakhi, without showing other traditional aspects of the occasion.

The controversy gained wider attention after political figures and celebrities joined the discussion.

Among those commenting was actor and BJP MP Kangana Ranaut, who shared an Instagram story questioning the choice of clothing in the context of tying a rakhi. Her remarks added another layer to an already growing online debate about fashion, cultural expectations and advertising.

Kriti Sanon Responds

Kriti Sanon subsequently addressed the criticism through social media.

Her response focused on the idea that the meaning of a festival should not be judged solely by the clothing worn by a person. She argued that traditions can evolve over time and that the significance of Raksha Bandhan comes from the relationship, affection and sense of protection represented by the occasion.

Sanon also highlighted the broader issue of society judging women according to their clothing. According to her response, a person's respect for tradition should not automatically be determined by the amount or style of clothing they wear.

She further described Raksha Bandhan as a bond of protection and companionship, extending the sentiment beyond a narrowly defined brother-sister relationship.

Her comments received support from her sister Nupur Sanon, who also questioned why other people should be concerned about what a woman chooses to wear during a family celebration.

Rahul Gandhi Also Enters the Debate

The controversy subsequently attracted political attention from Congress leader Rahul Gandhi, who expressed support for Kriti Sanon.

As the discussion expanded, the original advertisement became part of a much broader conversation about the representation of Hindu festivals in popular culture and commercial campaigns.

Supporters of the advertisement and Sanon's position argued that festivals can be celebrated in contemporary ways and that traditional clothing should not be treated as a mandatory requirement.

Critics, however, maintained that advertising campaigns connected to religious festivals should make an effort to reflect the cultural context of those occasions rather than presenting them only as commercial or lifestyle events.

GIVA Withdraws the Advertisement

Amid the controversy, GIVA issued an apology through its official Instagram account.

The brand said it respects Indian culture and traditions and explained that the campaign was created with the intention of including pets in the festive celebration. However, the company acknowledged that the advertisement had hurt the sentiments of some viewers.

GIVA subsequently said it would withdraw the campaign from its media platforms.

The decision brought another dimension to the controversy: how brands should balance creative freedom and modern advertising with cultural sensitivity when creating campaigns around major festivals.

A Bigger Debate About Festival Advertising

The dispute has also revived earlier debates surrounding the commercial portrayal of Indian festivals.

The discussion referenced previous advertising controversies, including the backlash faced by FabIndia in 2021 over the branding of a Diwali collection. That episode similarly raised questions about whether brands should modify traditional festival identities while attempting to give campaigns a more contemporary or inclusive presentation.

For advertisers, the issue presents a complicated challenge. Modern campaigns often attempt to make traditional celebrations relatable to younger audiences through contemporary fashion, lifestyle imagery and unconventional storytelling. At the same time, festivals such as Raksha Bandhan carry religious, cultural and family associations that audiences may expect brands to acknowledge.

The Kriti Sanon controversy therefore goes beyond one advertisement or one outfit. It reflects a continuing disagreement over where the boundary lies between cultural tradition and modern expression.

For some viewers, changing the visual presentation of a festival is a natural part of evolving culture. For others, removing recognizable traditional elements risks stripping the occasion of its distinctive identity.

The debate surrounding GIVA's Raksha Bandhan campaign demonstrates how quickly a festive advertisement can become a national conversation when questions of fashion, religion, cultural identity and celebrity influence intersect.