Actor Kriti Sanon has responded to the criticism surrounding her Raksha Bandhan advertisement, after Kangana Ranaut questioned the choice of outfit featured in the campaign. The jewellery advertisement, created for GIVA, has triggered a social media debate over festive fashion, cultural traditions and the way women are judged for their clothing.

Kangana joined the criticism on Monday, taking aim at the campaign in an Instagram Stories post. Though she did not mention Kriti by name, her comments were clearly directed at the actor and the advertisement. She questioned why a woman would choose what she described as a bikini or undergarment-style outfit for a Raksha Bandhan celebration when several traditional and contemporary clothing options are available.

“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)!”

Kriti has now addressed the controversy, arguing that the significance of a festival should not be reduced to a woman's choice of clothing.

Kriti Sanon questions judging women by their clothes

In a social media post on Tuesday, the 36-year-old explained what Raksha Bandhan represents to her and her sister. She said the festival is ultimately about the emotions attached to its traditions rather than the clothes worn during the celebration.

“The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions. Rakshabandhan is a bond of protection. My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would have. We pray for each other's health, happiness & long life. And for us, this prayer and promise extends to our dogs too! Afterall, they are family!”

 

Kriti went on to directly question the continued scrutiny of women's clothing, particularly when it is linked to ideas of culture and tradition.

“Also, when will we stop telling women what to wear?? Ethnic fashion has evolved over the years, but still a woman's respect for her culture is measured with just her clothes!! Culture & Traditions are in her heart, not in her neckline!”

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What is the controversy around Kriti's Raksha Bandhan ad?

The GIVA campaign features Kriti in a contemporary festive ensemble comprising an off-white bralette-style blouse, a cape and a draped skirt. The styling was intended to give the traditional occasion a modern fashion treatment, but several social media users criticised the look and questioned its suitability for a Raksha Bandhan advertisement.

The campaign also takes a broader approach to the idea of family. In one sequence, a dog is shown barking at Kriti before she ties a rakhi around its neck. The advertisement presents the pet as part of the family and extends the campaign's theme of protection and affection beyond the conventional brother-sister bond.

That element, too, divided viewers. While some questioned the inclusion of a pet in a Raksha Bandhan ritual, others appreciated the attempt to reflect the place of pets within contemporary families.
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Kriti Sanon's recent work

On the professional front, Kriti was most recently seen in ‘Cocktail 2’, the romantic comedy-drama featuring Shahid Kapoor and Rashmika Mandanna. She also starred opposite Dhanush in ‘Tere Ishk Mein’, which was released in 2025.