Kangana Ranaut started a social media debate on a new advertisement of actress Kriti Sanon after she protested the new ad.
Kangana dismissed the campaign as “creepy” and compared it to the Raksha Bandhan festival.
Kangana herself questioned whether someone would “tie their brother Rakhi in a bikini,” using the comparison to question the way traditional relationships and cultural imagery are presented in advertising.
Her comments quickly spread online, with users on social media discussing the advertisement as well as the larger point she was trying to make.
Kriti Sanon is one of Bollywood’s best actresses and now she can easily be found in fashion, beauty and lifestyle advertisements.
Celebrity ads are known as very good in terms of entertainment and fashion and personal branding. But Kangana’s response has added a new dimension to Bollywood’s cultural expectations.
The "bikini" and the "Rakhi" comparison became the central talking point among users reacting to Kangana’s comment.
Some agreed with her criticism and argued in favour of her criticism that advertisements should be more sensitive in using those cultural references, while others felt that fashion campaigns should not necessarily be judged on the basis of conventional expectations.
We see the continuing conflict between modern advertising and ancient cultural values across the debate. Bollywood celebrities are regularly featured in campaigns, in which bold clothing and fashion are employed in order to draw attention.
And campaigns like this one could be very widely discussed online, especially when an influential public figure openly criticises it.
Kangana has been vocal about issues of Bollywood, fashion, entertainment and social values. Her direct comments often generate discussions on social media, with both her supporters and critics coming out with their opinions.
Kriti thinks the controversy will bring even more attention to the advertisement itself because the media attention we get with celebrity campaigns tends to make the brand more visible.
And social media reactions can also shape the way people view advertising content.
At the center of the latest debate is a simple question: should modern advertisements be free to experiment with fashion and presentation, or should they remain cognizant of contemporary cultural sensitivities?
Kangana’s comments have almost certainly opened that debate. But for some, her criticism has been seen as a defence of cultural values, so advertising should be allowed to push back against conventional thinking.
As the discussion goes on online, the controversy is a reminder that celebrity comments and advertising campaigns can be very quickly trending topics.
Comments
Please to leave a comment on this article.