Did Kangana Ranaut Just Slam Kriti Sanon Over Her Controversial Raksha Bandhan Ad?
A recent jewellery advertisement featuring Bollywood star Kriti Sanon has ignited a firestorm of criticism across social media. The commercial, intended to celebrate the traditional festival of Raksha Bandhan, has instead become a lightning rod for debate regarding cultural appropriateness and the influence of “rage-baiting” in marketing.
The Controversy Behind the Look
In the advertisement, Sanon is seen wearing an Indo-Western ensemble, characterized by a bralette-inspired blouse paired with a cape and a draped skirt. While the aesthetic is modern, the choice of attire for a festival rooted in traditional sibling bonds left many viewers baffled.
The backlash was swift and fierce, particularly on the social media platform X (formerly Twitter). Critics argued that the outfit felt jarringly disconnected from the spirit of the occasion. “Where is the Puja ki thali? Why are you wearing a bra in front of your brother?” one user remarked. Others suggested the campaign was a calculated attempt to stir controversy, with one observer noting, “The agency and brand were aware of what they were doing; this feels like deliberate rage-baiting.”
Kangana Ranaut Weighs In
Adding fuel to the fire, actress and outspoken public figure Kangana Ranaut took to her Instagram stories on Monday evening to offer a sharp critique of the ad. While she did not explicitly name the brand, her commentary clearly referenced the discourse surrounding Sanon’s appearance.
“It’s a wonderful time to be a woman. Our closets are full of variety… from cocktail dresses to lehengas, jeans to saris, bikinis to salwar kameez,” Ranaut wrote. She then questioned the creative direction of the ad, asking, “From all the options that are available to us today, why would you tie your brother a rakhi in your bikini/undergarments? Where are all your styling options? Ha ha, the advert looks intentionally creepy!”
Silence from the Star
Despite the mounting criticism from both the public and fellow industry insiders, Kriti Sanon has maintained a low profile regarding the controversy and has yet to issue an official statement or response to the allegations of “creepy” marketing.
Current Projects
The controversy arrives at a quiet time for the actress, who was most recently seen in Cocktail 2 alongside Shahid Kapoor and Rashmika Mandanna. The film, directed by Homi Adajania, received a lukewarm reception and is currently available on OTT platforms.
Meanwhile, Kangana Ranaut continues to pivot toward socially conscious cinema. Her most recent release, Bharat Bhagya Vidhaata, garnered critical acclaim for its poignant retelling of the unsung heroes who defended the Cama and Albless Hospital during the 26/11 Mumbai terror attacks. Although the film was praised for its narrative, it struggled to leave a significant mark at the box office.
As the debate continues to circulate online, the incident serves as a stark reminder of the fine line brands must walk when blending modern fashion with traditional cultural values.
