Kriti Sanon's Raksha Bandhan Jewellery Ad Divides Opinion Over Attire

Kriti Sanon has found herself at the centre of a social media debate after appearing in a Raksha Bandhan jewellery advertisement featuring an Indo-Western outfit. The actor is seen wearing a bralette-style blouse paired with a cape and a draped skirt while portraying a woman celebrating the festival with her onscreen brother. While some viewers criticised the styling and questioned whether the outfit suited a traditional occasion, others defended Sanon and argued that women should not be subjected to rigid expectations about how they dress during festivals.

The advertisement has drawn criticism from several social media users who felt that the actor’s outfit did not match the conventional image associated with Raksha Bandhan. Some questioned the absence of traditional elements such as a puja thali and tilak, while others objected specifically to the blouse and overall styling. Comments on social media described the campaign as inappropriate and accused the brand and advertising team of deliberately choosing a controversial look to attract attention. The criticism largely centred on whether a modern fashion choice was suitable for a festival traditionally associated with family rituals and cultural customs.

However, another section of social media users came to Sanon’s defence, arguing that the backlash reflected differing ideas of modesty and appropriate clothing rather than any actual impropriety. Supporters pointed out that the outfit does not necessarily violate any accepted standard of decency and questioned why women should be expected to wear traditional clothing simply because an advertisement is set around a festival. Some users also argued that fashion choices should not determine whether someone is considered respectful of cultural traditions.

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One of the prominent arguments made in Sanon’s support was that the same people who appreciate her glamorous appearances in films were now criticising her clothing in a family-oriented advertisement. Supporters said this reflected the inconsistent standards often applied to female actors, who can face criticism both for dressing traditionally and for choosing contemporary outfits. The debate therefore moved beyond the advertisement itself and into a wider discussion about how women’s appearance is judged depending on the social or cultural setting.

Another social media user described the campaign as a departure from conventional expectations surrounding Raksha Bandhan and welcomed the decision to present a more contemporary representation of the festival. The advertisement, featuring jewellery and a sibling relationship, appears to combine a traditional occasion with modern fashion and advertising aesthetics. For supporters, the campaign represents changing attitudes towards how festivals can be portrayed, while critics believe traditional celebrations should retain familiar cultural elements.

The controversy surrounding Sanon’s advertisement highlights the continuing debate between traditional expectations and changing ideas of fashion and representation in Indian advertising. While some viewers believe festival-themed campaigns should reflect conventional attire and customs, others argue that advertisements can present contemporary interpretations of cultural occasions. Sanon has not been reported to have issued a response to the criticism, but the contrasting reactions have ensured that the Raksha Bandhan campaign has generated considerable discussion online.

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