A jewellery advertisement meant to celebrate the bond between siblings has instead ignited one of Bollywood’s more heated public spats this week, pulling in a BJP MP, a Congress leader, and thousands of social media users along the way.
The controversy centers on a Raksha Bandhan campaign for jewellery brand GIVA featuring actor Kriti Sanon. The ad shows Sanon in an Indo-Western outfit — an ivory bralette-style blouse paired with a cape and draped skirt — tying a rakhi in a scene that also included her pet dog. For a festival built around traditional rituals like aarti, tilak, and sweets, many viewers felt the styling and treatment missed the mark entirely, with critics calling it disrespectful to Hindu customs and pointing out the ad skipped the traditional visual markers of the occasion altogether.
Kangana Weighs In
Actor-turned-BJP MP Kangana Ranaut joined the pile-on directly, posting a pointed note on her Instagram Stories calling the outfit choice “intentionally creepy.” She argued that with so many clothing options available to women today — from lehengas to saris to salwar kameez — there was no reason to tie a rakhi looking, in her words, dressed in “bikini/undergarments.” Her comment poured fuel on an already-heated thread, with many users echoing her stance and asking pointedly what kind of festival this even was without the traditional trappings.
Kriti Responds
Sanon didn’t stay quiet either. She pushed back on her own Instagram Story, arguing that the essence of festivals lies in the emotions behind them, not the clothes worn — and shared that despite not having a brother, she and her sister tie rakhi to each other every year. She went further, questioning why women continue to be policed over what they wear, arguing that even as ethnic fashion has evolved, a woman’s cultural respect is still measured by her outfit rather than her actions.
The Politics Enter the Chat
The row quickly took on a political dimension. Congress leader Rahul Gandhi reposted Sanon’s comments in support, framing it as a matter of personal freedom and adding a “smash the patriarchy” message — a predictable flashpoint given his past clashes with Ranaut over unrelated remarks on Hindu religious symbolism.
Adding a twist to the story, social media users soon dug up an old 2017 Raksha Bandhan ad featuring Ranaut herself, wearing a strapless dress for a diamond jewellery brand. The resurfaced post triggered accusations of a double standard, with several users pointing out the apparent inconsistency in Ranaut’s current criticism.
The Brand’s Response
Caught in the crossfire, GIVA ultimately withdrew the advertisement. In a statement, the company said it holds the “highest regard and deep respect” for Indian culture and traditions, and clarified that if the ad had “inadvertently hurt the sentiments of some segments of society,” that was never the intent.
The episode has become a familiar template for Indian celebrity controversies — a piece of festive marketing, a debate over tradition versus personal choice, and public figures on opposing sides of the aisle using it to make broader points about culture and freedom.