Kriti Sanon has responded to the social media criticism surrounding her latest Raksha Bandhan advertisement for jewellery brand GIVA. The campaign, released ahead of the festival, features Kriti in an ivory lehenga with a deep-neck blouse and cape, while another portion of the advertisement shows her tying a rakhi to a pet dog. The styling and the treatment of the festival have drawn mixed reactions online.

The controversy gained further attention after Kangana Ranaut questioned Kriti’s outfit, asking why someone would tie a rakhi to their brother while wearing what she described as “bikini/under garments.” Kangana also called the advertisement “intentionally creepy” in her social media post.

Kriti has now addressed the criticism through an Instagram post. She wrote that “the essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions.” She explained that Raksha Bandhan represents a bond of protection and said that she and her sister tie rakhis to each other because they believe they can protect one another just as much as a brother can. She added that the same prayer and promise extends to their dogs because, for them, they are family.

Addressing the discussion around her appearance more directly, Kriti asked, “When will we stop telling women what to wear?” She further stated that “Culture and Traditions are in her heart, not in her neckline.”

The advertisement and Kriti’s response have now become a talking point online, with the discussion extending beyond the campaign itself to questions around fashion, cultural representation and the way festivals are portrayed in advertising.

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