Kriti Sanon Breaks Silence on Rakshabandhan Ad Backlash and Asks, ‘When Will We Stop Telling Women What to Wear?’
Kriti Sanon has responded to the backlash surrounding her recent Rakshabandhan jewellery advertisement, questioning why a woman’s clothing continues to be linked with her respect for culture and traditions.
The controversy began after the advertisement, featuring Kriti in a contemporary Indo-Western outfit, drew criticism on social media. The debate became bigger after actor and BJP MP Kangana Ranaut publicly questioned Kriti’s styling for a Raksha Bandhan campaign. Kriti has now addressed the criticism through an Instagram Story, saying that the essence of festivals lies in their emotions and traditions rather than in what a woman wears.
Kriti Sanon Responds to the Rakshabandhan Ad Backlash
Taking to Instagram Stories on August 25, 2026, Kriti Sanon addressed the criticism surrounding the advertisement.
She explained that Rakshabandhan, for her, represents a bond of protection and affection. Kriti also shared that she and her sister Nupur Sanon tie rakhi to each other because they believe they can protect one another just as much as a brother can.
Kriti further explained why the advertisement included her dogs in the celebration. According to her, the same feelings of love, protection and family extend to their pets because they consider them family members.
The actor then turned her attention to the discussion surrounding women’s clothing.
“When will we stop telling women what to wear?”
Kriti also argued that ethnic fashion has evolved over the years, while a woman’s respect for her culture is still often judged through her clothes. She concluded her message by saying that culture and traditions are in a woman’s heart, not in her neckline.
Why Did Kriti Sanon’s Rakshabandhan Ad Face Backlash?
The jewellery advertisement sparked discussion because of its contemporary styling and its interpretation of the traditional festival.
In the campaign, Kriti is seen wearing an Indo-Western ensemble featuring a bralette-style blouse, cape and draped skirt. A section of social media users questioned whether the styling was appropriate for an advertisement centred around Raksha Bandhan.
The advertisement also features a dog. In one sequence, Kriti ties a rakhi to the pet, presenting the animal as part of the family celebration.
Reactions to the campaign have been divided. While some viewers criticised the styling and creative concept, others supported the idea of presenting modern families and contemporary fashion in festival advertising.
Kangana Ranaut Criticises Kriti Sanon’s Advertisement
The controversy received additional attention after Kangana Ranaut commented on Kriti Sanon’s advertisement.
Ranaut questioned Kriti’s outfit and asked why someone would tie a rakhi to their brother while wearing what she described as a bikini or undergarments. She also criticised the creative direction of the advertisement and called it “intentionally creepy.”
Ranaut’s comments added a new dimension to the discussion, turning what had initially been a debate over an advertisement into a wider conversation about women’s clothing, cultural expectations and personal choice.
Kriti Sanon’s Take on Women, Clothing and Culture
Kriti’s response did not directly name Kangana Ranaut. Instead, she addressed the broader criticism surrounding the campaign and questioned the practice of judging a woman’s cultural values based primarily on her appearance.
Her argument was that traditional values are not necessarily determined by whether someone chooses traditional or contemporary clothing.
This distinction is important because the controversy involves two separate questions: whether viewers like the creative direction of a festival advertisement, and whether a woman’s clothing should determine how much respect she has for her culture.
Kriti’s statement clearly focused on the second issue. Her message was that cultural identity and personal clothing choices should not automatically be treated as the same thing.
The Dog in the Rakshabandhan Advertisement
The inclusion of a dog in the campaign also attracted attention online.
Kriti defended this creative choice by explaining that she and her sister consider their dogs part of their family. She connected the rakhi ceremony with the broader idea of protection, affection and family bonds.
For some viewers, the concept represented a modern interpretation of Rakshabandhan. Others felt that tying a rakhi to a pet did not fit their understanding of the traditional festival.
That disagreement highlights one of the central issues behind the campaign: how much traditional festivals should change when they are presented through modern advertising.
Nupur Sanon Supports Her Sister Kriti
Kriti Sanon’s sister Nupur Sanon also came out in support of her following the controversy.
Nupur reposted Kriti’s response on Instagram Stories and questioned why people were so concerned about another woman’s clothing choices. She also pointed out that she is the person to whom Kriti ties rakhi.
Nupur’s response added a personal perspective to the controversy, particularly because the campaign and Kriti’s statement both focus on the bond between siblings.
What Is Confirmed About the Kriti Sanon Ad Controversy?
- Kriti Sanon featured in a Rakshabandhan jewellery advertisement.
- The advertisement uses contemporary fashion rather than a strictly traditional look.
- A dog is shown as part of the Rakshabandhan celebration.
- The campaign received criticism from a section of social media users.
- Kangana Ranaut publicly criticised the advertisement’s styling.
- Kriti Sanon responded through an Instagram Story on August 25, 2026.
- Nupur Sanon subsequently supported Kriti amid the criticism.
What Remains Unconfirmed?
There is no confirmed evidence that Kriti Sanon and Kangana Ranaut are involved in a personal feud because of this advertisement. Kriti did not name Kangana directly in her response.
It is also important not to describe the advertisement as universally rejected. The available reporting indicates that the campaign generated mixed reactions, with criticism and support appearing across social media.
There is also no confirmed information establishing that the jewellery brand has withdrawn the advertisement because of the controversy.
Why the Kriti Sanon Rakshabandhan Ad Backlash Matters
The controversy reflects a wider challenge faced by brands when they reinterpret traditional Indian festivals for modern audiences.
Advertising campaigns often try to combine familiar cultural traditions with contemporary fashion, changing family structures and modern ideas of identity. That approach can attract audiences who appreciate a fresh interpretation, while also drawing criticism from viewers who expect traditional festivals to be represented in a more conventional way.
At the same time, Kriti Sanon’s response raises a separate question about how women are judged in public life.
Criticism of an advertisement’s creative choices is one thing. Telling women what they should or should not wear is a broader social issue. Kriti’s statement focuses on that distinction and argues that a woman’s clothing should not be treated as the sole measure of her cultural values.
Frequently Asked Questions
Why was Kriti Sanon’s Rakshabandhan ad criticised?
The advertisement received criticism mainly because of Kriti Sanon’s contemporary outfit and the inclusion of a dog in the Rakshabandhan celebration. Some viewers felt the creative choices did not fit their expectations of a traditional festival campaign.
What did Kriti Sanon say about the Rakshabandhan ad backlash?
Kriti Sanon questioned why women continue to be told what to wear. She said the essence of festivals lies in the emotions and meaning attached to traditions rather than in clothing.
Did Kriti Sanon directly name Kangana Ranaut?
No. Kriti Sanon’s Instagram response did not directly name Kangana Ranaut. Her statement addressed the broader criticism surrounding the advertisement.
Why did Kriti tie a rakhi to a dog in the advertisement?
Kriti explained that she and her sister consider their dogs part of their family. She said the feelings of love, protection and family associated with Rakshabandhan extend to their pets as well.
Did Nupur Sanon support Kriti?
Yes. Nupur Sanon reposted Kriti’s response and publicly defended her sister amid the criticism surrounding the advertisement.
Has the Rakshabandhan advertisement been withdrawn?
There is currently no reliable confirmation that the advertisement has been officially withdrawn because of the controversy.
Final Take
The Kriti Sanon Rakshabandhan Ad Backlash has grown into a larger discussion about fashion, culture, advertising and women’s choices.
Kriti Sanon’s response makes her position clear: she does not believe a woman’s clothing should be used as the measure of her respect for culture or tradition.
Whether audiences agree with the advertisement’s styling or its creative interpretation of Rakshabandhan remains a matter of personal opinion. What is confirmed, however, is that the campaign has sparked a significant public conversation—and Kriti Sanon has now directly addressed it.
