Kriti Sanon subtly addressed the backlash over her Raksha Bandhan advertisement with GIVA, which was pulled down after criticism regarding her outfit and the portrayal of the festival.
Kriti Sanon recently made headlines following the controversy surrounding her Raksha Bandhan advertisement for the jewellery brand GIVA. The campaign, which featured the actress celebrating the festival, was removed after receiving significant backlash regarding her outfit.
On the occasion of Raksha Bandhan, Kriti shared a close-up image of her and her sister Nupur Sanon’s hands adorned with rakhis. The post, which did not include a full picture of the sisters, was accompanied by a caption that appeared to reference the criticism she faced over her attire in the now-defunct advertisement. She wrote, “While the Rakhi fashion committee is still in session. We’re focusing on what really matters. Happy Rakhi to all.”
The controversy began when Kriti appeared in GIVA’s Raksha Bandhan campaign, which showcased her in a contemporary outfit while tying a rakhi to a dog. The advertisement aimed to celebrate the festival as a symbol of love, protection, and family, extending the concept to include the bond between people and their pets. However, many social media users took issue with her outfit, questioning its appropriateness for a festival deeply rooted in Indian traditions.
The debate intensified when actress and BJP MP Kangana Ranaut publicly criticized the campaign. She expressed her disapproval of the outfit and questioned the portrayal of the festival, further fueling the discussion online.
In response to the backlash, Kriti Sanon defended her outfit choice and the underlying message of the campaign. She emphasized that the essence of festivals lies in the emotions and traditions they represent, rather than in the clothing one chooses to wear. “The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions,” she stated.
Kriti further addressed the broader issue of women and clothing, urging society to stop dictating what women should wear. She remarked, “Also, when will we stop telling women what to wear? Ethnic fashion has evolved over the years, yet a woman’s respect for her culture is still measured by her clothes. Culture and traditions are in her heart, not in her neckline!” Her sister, Nupur Sanon, also came to her defense, echoing the call for a respectful evolution of cultural norms.
Despite Kriti’s attempts to clarify her stance, the controversy continued to escalate, leading GIVA to ultimately withdraw the advertisement from all platforms. The brand issued a statement expressing their deep respect for Indian culture and traditions. They acknowledged that the campaign, which was intended to celebrate the festival with families and pets, may have inadvertently hurt some sentiments. “If our recent advertisement has inadvertently hurt the sentiments of some sections of society, that was never our intention. Out of respect, we have withdrawn the advertisement from all media,” the statement read.
This incident highlights the ongoing conversation about cultural representation and the evolving nature of fashion in the context of traditional celebrations. As discussions around women’s choices in clothing continue, Kriti Sanon’s remarks resonate with many advocating for a more inclusive understanding of cultural identity.
According to The Sunday Guardian, the incident has sparked a significant dialogue about the intersection of fashion, culture, and societal expectations.