Mumbai: Kangana Ranaut has once again weighed in on the controversy surrounding Kriti Sanon’s Raksha Bandhan advertisement for jewellery brand GIVA, clarifying that the actor’s bralette was not the main issue for her.
While Kangana had initially criticised Kriti’s outfit, she has now said her bigger concern was the ad’s portrayal of the festival and its lack of traditional elements such as halwa-puri, tilak, diya and other familiar rituals.
The controversy started after jewellery brand GIVA unveiled its 36-second Raksha Bandhan advertisement featuring Kriti in an ivory bralette-style blouse, styled with a cape and draped skirt.
The campaign shows Kriti tying rakhi to her brother as well as her pet dog, emphasising the brand’s message that pets are an integral part of the family.
However, the ad sparked debate on social media, with several viewers questioning both Kriti’s choice of attire and the way the festival was presented.
Addressing the controversy on Decode Live, Kangana clarified that her criticism was not about policing Kriti’s choice of clothing.
She stressed that women are free to wear whatever they wish, including while celebrating festivals.
“Who is stopping them from wearing whatever they want? Who has ever stopped them? Why would anyone care what they choose to wear? A woman can wear whatever she wants on Raksha Bandhan. I feel the bralette was a minor detail, but Hindus, and we come from that background, are the ones who can point this out. Where are the parents? Where is the home? There is no sign of halwa-puri, God, tilak, akshat, incense, or diya,” Kangana said.
She further stressed that traditional rituals and customs should not be overlooked when portraying Raksha Bandhan.
She added, “It won’t work without the teeka; Rakhi won’t work. You say aesthetics don’t matter. No. A festival is an aesthetic expression of a culture and a civilisation. Raksha Bandhan is religious expression of a civilisation.”
Kangana further clarified that her primary concern was the absence of familiar cultural elements typically associated with the Hindu festival.
She pointed to the lack of a family or home setting, along with traditional touches such as halwa-puri, a deity, tilak, akshat, incense and a diya.
When asked if Kriti would choose a similar outfit for an Eid advertisement, Kangana broadened the discussion to the way relationships are portrayed in Hindu culture.
She said Hindu traditions emphasise dignity and clear boundaries in different relationships.
On August 24, Kangana shared her reaction to the advertisement on Instagram Stories, questioning the decision to dress Kriti in the particular outfit for a festival like Raksha Bandhan.
She wrote, “It’s a wonderful time to be a woman. Our closets are full of a variety of clothes, today’s woman is a global woman. From cocktail dresses to lehenga 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/undergarments? Where are all your styling options? Ha ha the advert looks intentionally creepy!”
She also questioned, “Why would you tie your brother a rakhi in your bikini/undergarments?”
Kriti responded to the criticism without directly naming Kangana, taking to Instagram Stories to emphasise that the essence of a festival is not defined by a person’s choice of clothing.
She wrote, “The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions.”
She also explained why the campaign included her dog, saying, “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. We pray for each other’s health, happiness & long life. And for us, this prayer and promise extends to our dogs too! After all, they are family.”
She concluded, “Culture & Traditions are in her heart, not in her neckline!”
Amid the growing backlash, GIVA withdrew the advertisement from all platforms.
In a statement, the jewellery brand reiterated its respect for Indian festivals and traditions, clarifying that the campaign was intended to highlight the inclusion of pets in Raksha Bandhan celebrations.
The statement read, “We have the highest regard and deep respect for Indian culture, traditions and festivals. As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets. If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all. Out of respect, we have withdrawn the said advertisement from all media.”
