Kriti Sanon’s Rakhi Ad Ignites Culture War

Bollywood actor Kriti Sanon has found herself at the centre of a heated social-media debate after her Raksha Bandhan advertisement for jewellery brand GIVA triggered criticism over her outfit and its portrayal of the festival.

The advertisement showed Sanon wearing an Indo-Western ensemble featuring a bralette-style blouse, cape and draped skirt while celebrating Raksha Bandhan. She was also shown tying a rakhi to her pet dog.

A section of social-media users argued that the styling was inappropriate for a traditional festival and questioned the absence of familiar elements such as a puja thali and tilak. Others objected to extending the rakhi ritual to a pet.

However, many users defended Sanon, arguing that clothing should not determine someone's respect for culture or tradition. The debate subsequently widened after actor and BJP MP Kangana Ranaut criticised the campaign.

Sanon responded strongly, saying the essence of festivals lies in their emotions and meaning rather than clothing. She also explained that her sister and dogs are part of the protective emotional bond Raksha Bandhan represents for her.

The controversy ultimately prompted GIVA to withdraw the advertisement, saying it respected Indian culture and had never intended to hurt sentiments.

The episode highlights a growing challenge for brands operating in India's enormous consumer market. Advertising increasingly attempts to combine modern lifestyles with traditional cultural identities, but the boundary between creative reinterpretation and cultural sensitivity can quickly become contentious.

For marketers, the lesson is significant: in the social-media era, festive campaigns are no longer merely advertisements. Every creative decision can become a national conversation about culture, identity and changing social values.