Actress Kangana Ranaut publicly criticized a Raksha Bandhan jewelry advertisement featuring actress Kriti Sanon for using inappropriate attire [1].
The dispute highlights a recurring tension in the Indian entertainment industry between modern marketing aesthetics and the preservation of traditional cultural values.
Ranaut targeted the clothing worn by Sanon in the promotion, specifically questioning the use of a bikini-style outfit for a festival that celebrates the bond between brothers and sisters [1]. She said the advertisement was intentionally creepy [1].
In her critique, Ranaut questioned the logic behind the wardrobe choice for the occasion [2]. "Would you celebrate in a bikini?" Ranaut said [1].
The actress continued her criticism by focusing on the specific ritual of the holiday [3]. "Why would you tie rakhi in your bikini?" Ranaut said [3].
Ranaut said, "Why would you?" [2].
The comments were made in the context of the traditional significance of Raksha Bandhan, which typically involves modest attire and familial rituals in Mumbai and across India [3]. Sanon has not issued a public response to the specific allegations regarding the ad's tone or wardrobe.
“"Would you celebrate in a bikini?"”
This conflict reflects the broader cultural debate in India regarding the 'westernization' of traditional holidays. By framing the advertisement as 'creepy' rather than simply modern, Ranaut is positioning the critique as a matter of moral and cultural propriety, a theme she has frequently explored in her public persona.
