Culture Is In Her Heart, Not Her Neckline: Kriti Sanon Answers Kangana

Kriti Sanon and Kangana Ranaut have clashed over a controversial Raksha Bandhan advertisement, with the debate now expanding into questions of women’s clothing, cultural traditions and creative freedom.

The jewellery brand advertisement features Sanon in an Indo Western ensemble comprising an ivory bralette style blouse, cape and draped skirt. In the 36 second campaign, the actor is seen tying a Rakhi to her brother and later to her pet dog, presenting a contemporary interpretation of the festival. The campaign has divided social media users, with some defending the modern styling while others have called it inappropriate for a traditional festival.

The controversy intensified after actor and BJP MP Kangana Ranaut criticised Sanon's outfit in an Instagram Story. Ranaut questioned why, despite the wide range of clothing options available to women, Sanon would choose an outfit she compared with a bikini or undergarments for a Raksha Bandhan celebration. She described the advertisement as "intentionally creepy".

The remarks came after several social media users also criticised the campaign, with some calling Sanon's outfit vulgar and questioning the inclusion of her dog in the Rakhi ritual. At the same time, supporters argued that the advertisement simply presented a modern interpretation of the festival and defended Sanon's freedom to choose her attire.

Sanon eventually responded to the criticism on Instagram, pushing back against the idea that a woman's clothing should determine how she expresses cultural values. "When will we stop telling women what to wear?" she asked, stressing that the essence of festivals lies in the emotions and meaning attached to traditions rather than clothing.

Sanon also defended the decision to include her pet in the campaign. She explained that Rakshabandhan represents a bond of protection and said she and her sister tie Rakhi to each other, while their prayers for health, happiness and long life also extend to their dogs because they are part of the family.

Sanon's response came as the debate widened beyond Ranaut's comments. Actress Suzanne Bernert also criticised the advertisement, saying that even from her liberal perspective, the campaign felt out of place for a festival with deep meaning. She questioned the idea of presenting revealing clothing as empowerment and argued that the advertisement could influence younger viewers.

Meanwhile, Shiv Sena (UBT) MP Sanjay Raut defended Sanon while commenting on Ranaut's criticism. Raut dismissed the need to take Ranaut's remarks seriously and instead questioned why attention was not being focused on other issues.