Actress Kriti Sanon responded to criticism of her Raksha Bandhan jewellery advertisement, stating that tradition resides in the heart rather than in clothing.
The dispute highlights a recurring tension in India between traditional cultural expectations and modern expressions of fashion and advertising in the public eye.
BJP MP and actress Kangana Ranaut sparked the controversy by labeling the advertisement "creepy" [4]. Ranaut questioned whether a woman could tie a Rakhi to her brother while wearing a bikini [4, 5]. The comments targeted the attire worn by Sanon in the promotional material for the jewellery brand.
Sanon defended the advertisement and the sentiment behind the holiday. She said, "Tradition is in the heart, not in the neckline of clothes" [1, 3]. Sanon argued that the essence of the tradition is rooted in emotion and sentiment rather than the specific garments worn during the celebration.
The row extended beyond the two actresses as the discussion spread across social media. Nupur Sanon, sister of Kriti Sanon, also defended the actress amid the backlash [2].
Political figures also entered the fray. Rahul Gandhi said, "Stop trolling women" [6]. His comment came as the debate shifted from the specifics of the advertisement to broader discussions regarding the policing of women's clothing in India.
Ranaut has previously criticized other actors, including Taapsee Pannu and Rakhi Sawant, in similar contexts [4]. The current dispute over the Raksha Bandhan ad continues to generate debate regarding the intersection of religious tradition and commercial fashion.
“"Tradition is in the heart, not in the neckline of clothes."”
This clash reflects a broader cultural divide in India between conservative interpretations of tradition and a modernizing entertainment industry. By framing the argument as a matter of 'heart' versus 'neckline,' Sanon is challenging the notion that outward modesty is the primary indicator of cultural respect, while Ranaut's criticism aligns with a political and social push to maintain traditional standards of dress during religious festivals.
