Bollywood actor Kriti Sanon has responded to the criticism on her latest Raksha Bandhan jewellery advertisement which has sparked a heated debate on social media over clothing, tradition and the changing way festivals are portrayed.
The advertisement for jewellery brand GIVA shows Sanon on Raksha Bandhan in a contemporary ensemble of off-white bralette-style blouse, cape and draped skirt.
The campaign seems to be a modern take on the festival and social media users have questioned the styling of the outfit, and whether it is appropriate for the traditional festival.
Another point that was noted was a scene where Sanon ties a rakhi to a pet dog.
The campaign seems to broaden the concept of the festival beyond the brother-sister relationship by introducing pets into the family. But this creative decision also split viewers online.
Sanon countered the backlash on an Instagram Story on August 25. She said a festival should not be judged purely through a woman’s clothes and that Raksha Bandhan is about the emotional bond and the promise of protection that binds people, all concerned in this case, her loved ones.
Sanon also offered her own perspective on the festival. She and her sister Nupur Sanon tie rakhi to each other because they believe that they can protect one another just as strongly.
She said their affection and desire to protect dogs extend to their dogs because they are family.
The actor then raised a bigger question about the scrutiny women often have in their clothes.
When will society stop telling women what to wear, she said, and how ethnic fashion has evolved over time. Her comments shifted the conversation from the advertisement itself to the larger question of how women’s cultural values are judged in their appearance.
The controversy had already deepened when actress Kangana Ranaut criticized the advertisement’s styling and didn’t mention Sanon at all.
Social media users also had differing opinions on the campaign and some said that Sanon should have freedom of fashion and others said she should have to wear her clothing.
The argument is about a familiar tension in Indian advertising: how brands can put traditional festivals on the map and still be mindful of the cultural expectations.
Sanon's response, and the way in which it is done, is personal choice, family connections and how traditions can go through time without being defined only by what we wear.
So far the Raksha Bandhan advertisement has become more than a festive ad.
It has become a conversation, more than a song and a dance, about fashion and culture, women’s autonomy and how we celebrate traditional celebrations in contemporary popular culture.
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