Kriti Sanon’s Raksha Bandhan Ad Sparks Heated Debate: Suzanne Bernert and Kangana Ranaut Weigh In
A recent promotional campaign for the jewellery brand Giva, featuring Bollywood star Kriti Sanon, has ignited a firestorm of controversy across social media. The advertisement, intended to celebrate the bond of Raksha Bandhan, has instead drawn sharp criticism for its creative choices, with industry peers and viewers questioning the portrayal of the traditional festival.
The Source of the Backlash
The commercial depicts Sanon in a contemporary, Indo-Western ensemble—a bralette-style blouse paired with a cape and a draped skirt. While the brand intended to showcase a modern festive look, the styling has been perceived by many as incongruent with the emotional and cultural gravity of the festival.
Adding to the controversy is a scene featuring the actress tying a rakhi to her pet dog, a creative choice that has further divided opinion online. Critics have labeled the ad as “tone-deaf,” arguing that it prioritizes fashion over the traditional sanctity of the sibling celebration.
Suzanne Bernert Criticizes “Empowerment” Narrative
Among the most vocal critics is actress Suzanne Bernert. Despite self-identifying as having a “liberal, grown-up in Germany” mindset, Bernert took to X (formerly Twitter) to express her disapproval.
“This is way off. It’s a beautiful festival with deep meaning. This looks like, ‘Chalo, let’s go party,'” she wrote. When challenged by users regarding a woman’s autonomy in fashion, Bernert doubled down, stating, “Wearing less clothes being sold as empowerment was one of the biggest disservices done to women.” She emphasized that while comfort is key, the influence of such commercials on younger generations demands a more thoughtful approach to cultural representation.
Kangana Ranaut Joins the Fray
The controversy reached a boiling point when actor-politician Kangana Ranaut weighed in via her Instagram Stories. Known for her unfiltered opinions on industry trends, Ranaut described the styling as “intentionally creepy.”
Ranaut questioned the brand’s creative direction, noting that there is a vast spectrum of Indian wear—from elegant lehengas to traditional ensembles—that could have honored the occasion. She criticized the decision to opt for an outfit that resembled loungewear for a ritual-based celebration, adding significant cultural weight to the ongoing debate.
Public Sentiment and Industry Response
Social media reactions have been fierce, with some users calling the campaign “shameful” and accusing the brand of trivializing tradition for commercial gain. Despite the growing volume of negative feedback, neither Giva nor Kriti Sanon has issued an official statement regarding the campaign.
As the debate continues to unfold, it highlights an increasing tension between modern branding strategies and the preservation of cultural nuances. Meanwhile, Kriti Sanon, who recently starred in Homi Adajania’s Cocktail 2 alongside Shahid Kapoor and Rashmika Mandanna, continues to maintain a low profile amidst the ongoing social media backlash.
