Mumbai: Actor and BJP MP Kangana Ranaut has criticised a new jewellery advertisement featuring actor Kriti Sanon, which is themed around the Raksha Bandhan festival.
The advertisement had already sparked a debate on social media over Sanon’s outfit. Ranaut joined the discussion through an Instagram Story, without directly naming Sanon, and described the advertisement as “intentionally creepy.”
Kangana questions styling choices
In her post, Ranaut said women today have a wide range of clothing choices, from cocktail dresses and lehengas to jeans, sarees, bikinis and salwar suits.
Questioning the styling shown in the advertisement, she asked why someone would choose to tie a Rakhi to her brother while dressed in a bikini or underwear and questioned the styling decisions behind the campaign.
Ranaut concluded that the advertisement appeared “weird” to her.
Social media divided over advertisement
The jewellery campaign has triggered mixed reactions online. Some users criticised the outfit as inappropriate and accused the campaign of being insensitive towards the traditional nature of Raksha Bandhan.
Others defended the advertisement, arguing that creative freedom should be respected while also acknowledging the importance of preserving the festival’s traditional sentiment.
The debate has largely centred on whether contemporary advertising can reinterpret traditional festivals without compromising their cultural context.
