Actress Kangana Ranaut criticized a Raksha Bandhan jewelry advertisement featuring actress Kriti Sanon on Monday evening [1, 3].
The dispute highlights ongoing tensions in India regarding the intersection of traditional religious festivals and modern fashion choices in commercial media.
Ranaut posted her criticism via Instagram Stories, where she questioned the attire worn by Sanon in the Bollywood-produced advertisement [1, 2]. The ad depicts Sanon tying a Rakhi, a sacred thread symbolizing the bond between siblings, while wearing a bikini-style blouse [1, 2].
"Why would you tie your brother a Rakhi in your bikini/undergarments?" Ranaut said [1].
Ranaut said the visual was "intentionally creepy" and argued that such clothing is inappropriate for a family-oriented festival [2]. She further commented on the current state of women's fashion in her social media posts, noting that closets are now full of a variety of clothes [4].
The advertisement was produced for a jewelry brand and aired in India to coincide with the Raksha Bandhan holiday [1, 2]. Ranaut's public critique focuses on the perceived clash between the sanctity of the ritual and the provocative nature of the wardrobe choice [2].
Kriti Sanon has not issued a public response to the comments as of Tuesday [1, 2].
“"It’s intentionally creepy."”
This conflict reflects a broader cultural divide in India between traditionalists and those pushing for modernized representations of heritage. By framing the wardrobe choice as 'creepy' rather than simply unfashionable, Ranaut connects the aesthetic choice to the moral and familial boundaries of a religious holiday, a recurring theme in her public commentary on Indian society.
