‘Why’d you tie a Rakhi in bikini?’ Kangana Ranaut reacts to Kriti’s controversial Raksha Bandhan ad

Kriti Sanon’s latest Raksha Bandhan advertisement has sparked a debate on social media, and now Kangana Ranaut has joined the conversation. The actor-politician took a dig at the campaign on Instagram, questioning the choice of outfit and calling the advertisement “intentionally creepy”.

The advertisement, made for jewellery brand GIVA, features Kriti celebrating Raksha Bandhan in a contemporary Indo-Western outfit. She is seen wearing an off-white bralette-style blouse with a cape and a draped skirt. While the campaign appears to take a modern approach to the festival, some viewers felt the styling did not fit the occasion.

Kangana shared her reaction on Instagram Stories on Monday evening. Without directly naming Kriti in the text, her post clearly referred to the actress and the advertisement.

She wrote: “It’s a wonderful time to be a woman, our closets are full of variety of clothes, today’s woman is a global woman, from cocktail dresses to lehnga cholis, jeans to saris, bikins to salwar kameez, 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 (sic)!”

Kangana's comments came after the campaign had already attracted criticism online, particularly over Kriti's outfit. Some social media users questioned why the brand chose such a look for an advertisement centred on Raksha Bandhan.

The dog scene also became a talking point

The outfit is not the only part of the advertisement that has divided viewers.

At one point, Kriti is shown interacting with a dog that barks at her. She then ties a rakhi around the pet’s neck. The sequence appears to present the dog as part of the family and extends the idea of Raksha Bandhan beyond the traditional brother-sister relationship.

That creative choice also attracted criticism, with some viewers questioning why the traditional festival had been presented in this way. Others saw it as an attempt to reflect the role pets play in modern families.

Social media reactions have been mixed

The campaign has clearly divided opinion. While some viewers have appreciated the attempt to give a familiar festival a more contemporary setting, others have objected to both the styling and the way the celebration has been portrayed.

One user described the outfit choice as “extremely shameful”, while another questioned the absence of traditional elements associated with Raksha Bandhan.

“Where is Puja Ki thali? Why are you wearing bra in front of your brother? Is this a Raksha Bandhan? Where is Tilak?”, the user wrote.

The criticism has largely been directed at the advertisement and its creative choices rather than at Kriti alone, although the actor has been at the centre of much of the online discussion because she is the face of the campaign.

Kriti has not responded to the criticism

As of now, Kriti has not publicly addressed the backlash surrounding the advertisement. The campaign continues to draw reactions online, with the debate touching on everything from festive fashion to how traditional Indian festivals should be represented in modern advertising. Kriti Sanon was last seen in ‘Cocktail 2’.