Kriti Sanon shreds trolls over Rakshabandhan ad, says don't tell women what to wear

Actor Kriti Sanon has responded to the criticism surrounding her latest Raksha Bandhan advertisement, which faced backlash over her outfit and the way the festival was portrayed. Defending the campaign, the 36-year-old actor said festivals should be rooted in emotions and traditions, rather than judgements about a woman's clothing. "Culture & Traditions are in her heart, not in her neckline (sic)," she wrote in the note, adding a folded hands emoji.

In a post, Kriti explained why the advertisement's portrayal of Raksha Bandhan was meaningful to her. She also defended the idea of including her pet in the celebrations, saying that dogs are part of the family too.

"The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions. Rakshabandhan is a bond of protection. My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would have," she wrote.

Kriti added that she and her sister pray for each other's health, happiness and long life. She then explained the presence of the dog in the advertisement.

"And for us, this prayer and promise extends to our dogs too! Afterall, they are family!" the actor wrote.

The jewellery advertisement shows Kriti celebrating Raksha Bandhan in an off-white bralette-style blouse, cape and draped skirt. The campaign attempts to give the traditional festival a contemporary treatment, but some social media users questioned whether the outfit was appropriate for the occasion.

The advertisement also features a dog as part of the festivities. In one sequence, Kriti ties a rakhi to the pet after it appears barking in the frame, with the campaign presenting the animal as a member of the family.

The creative choice divided social media users, with some accusing the brand of making a mockery of an Indian festival. Others objected to Kriti's outfit and the decision to include a dog in the Raksha Bandhan ritual.

In her response, Kriti questioned the practice of judging a woman's respect for her culture based on her clothes.

"Also, when will we stop telling women what to wear?? Ethnic fashion has evolved over the years, but still a woman's respect for her culture is measured with just her clothes!! Culture & Traditions are in her heart, not in her neckline!" she wrote.

Watch the ad here:

Kriti's statement comes amid the ongoing debate over how traditional festivals are represented in contemporary advertising, particularly when brands attempt to combine cultural traditions with modern fashion and ideas of family.

Kangana Ranaut takes jibe at Kriti Sanon

Kriti's ad didn't just draw criticism on social media. BJP MP and actor Kangana Ranaut also took a swipe at the Mimi star over her choice of outfit, questioning why she would tie a Rakhi to her brother while wearing a bikini.

In an Instagram Story shared on Monday, Kangana pointed to the range of clothing options available to women today and wrote, “From cocktail dresses to lehnga cholis, jeans to saris, bikinis to salwar kameez, from all the options that are available to us today why would you tie your brother a Rakhi in your bikini/under garments? Where are all your styling options?” She went on to describe the advertisement as “intentionally creepy (sic)”.

On the work front, Kriti was recently seen in the romantic comedy-drama Cocktail 2, alongside Shahid Kapoor and Rashmika Mandanna. She was also seen opposite Dhanush in Tere Ishk Mein, which released in 2025.