Kriti Sanon Faces Intense Backlash Over Raksha Bandhan Ad Campaign; Brand Withdraws Video

A recent promotional campaign for Raksha Bandhan featuring Bollywood actress Kriti Sanon has sparked a fierce debate on social media, ultimately leading the jewelry brand to pull the advertisement from all platforms.

The controversy erupted after the advertisement showed the actress dressed in a modern, westernized ensemble—a bralette-style blouse paired with a cape and a draped skirt—to celebrate the traditional Indian festival. Many viewers felt the attire was incongruous with the cultural and traditional significance of Raksha Bandhan, leading to widespread criticism regarding the brand’s creative choice.

The Actress’s Defense Ignites Further Debate

As the backlash escalated, Kriti Sanon took to social media to defend the campaign. She argued that the true essence of festivals lies in emotions and traditions rather than specific clothing.

“When will we stop telling women what to wear??” the actress wrote in her statement. She further emphasized, “Ethnic fashion has evolved over the years, but still a woman’s respect for her culture is measured with just her clothes!! Culture and traditions are in her heart, not in her neckline.”

However, this response further fueled the anger of many netizens, who argued that her defense missed the core issue: the importance of cultural etiquette and appropriateness.

Netizens Push Back

The online reaction was swift and critical, with many users pointing out that clothing plays an essential role in how societies observe rituals. One commenter questioned the logic of her defense, writing, “Clothes matter. Then why, at birthdays and weddings do we wear new clothes? Why do we cover our heads in a gurudwara? Why traditional clothes on Diwali? Our emotions are also expressed through how we present ourselves.”

Another user sarcastically challenged her perspective: “Try wearing kurta pyjama to a swimming pool then.”

Others emphasized that the critique was not about controlling women, but about respecting religious sentiments. “There is some etiquette to be followed when you are celebrating a festival,” one user noted. “You know how other religions react when such attire is used in their festive ads; you should lead by example for the younger generation.”

Brand Issues Apology

Facing mounting pressure and negative sentiment, the jewelry brand behind the campaign issued a formal apology on Wednesday. In a statement posted across their social media channels, the brand announced they were removing the advertisement to prevent further friction.

“If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all,” the brand stated. “Out of respect, we have withdrawn the said advertisement from all media. Wish you all the love and positivity this festive season!”

The incident remains a focal point for ongoing discussions in India regarding the intersection of modern fashion, commercial marketing, and the preservation of traditional cultural values.