Cinema VinesIn a recent Raksha Bandhan campaign for GIVA jewellery, actress Kriti Sanon has become the centre of an online storm. The ad, which shows Sanon tying a rakhi to her onscreen brother, features the star in an Indo‑Western ensemble: a bralette‑style top paired with a cape and a draped skirt. While the brand aimed to present a modern take on a traditional festival, the outfit sparked a wave of criticism on social media.
Many users took issue with what they considered an inappropriate look for the occasion. Comments ranged from “I was shocked seeing this ad yesterday. What nonsense?” to “That Kriti Sanon ad seems deliberate. The agency and brand were aware of what they were doing.” One user even questioned the absence of customary symbols, asking, “Where is Puja Ki thali? Why are you wearing bra in front of your brother? Is this a Raksha Bandhan? Where is Tilak?” Others accused the ad of being “extremely shameful” and called for the actress to be “shamed.”
Not everyone joined the backlash. Some fans defended Sanon, pointing out that the ad was meant to challenge restrictive dress codes for women during festivals. One supporter wrote, “Raksha Bandhan ad by GIVA is pathbreaking because women across the country were feeling oppressed by societal expectations to dress traditionally or modestly for Raksha Bandhan, and they needed something that broke the stereotype.” Another user noted that people who once praised Sanon’s “bikini” scenes in films are now policing her outfit, arguing that “women are judged either way.”
The controversy comes at a time when Sanon’s recent film work has been under the microscope. She last appeared in the sequel Cocktail 2, which, despite a decent box‑office performance, received mixed reviews. Directed by Homi Adajania and co‑written by Luv Ranjan and Tarun Jain, the film also starred Shahid Kapoor and Rashmika Mandanna. The debate over the Raksha Bandhan ad highlights the broader tension between modern fashion choices and traditional expectations in Indian media.
