Kriti Sanon is in a dispute about her Raksha Bandhan-themed advertisement, which has been the subject of a debate on social media, and is in the news with media houses and some people on social media who have criticised the outfit and the overall feel of the advertisement.
The actor, who frequently switches things up in her fashion and combines classic and contemporary pieces, wore an off-white bralette-like blouse with a cape and draped skirt in the festive campaign. The campaign instantly became a topic for discussion after the advertisement was posted online.
Kriti Sanon’s Look Is Not Christmas, criticism
The advertisement seems to be taking a modern approach to Raksha Bandhan with Kriti wearing a fashion-forward ensemble rather than a traditional ethnic outfit.
While some see the way the clothes are styled as a tribute to the traditional festivities (and not something new), others had a hard time with the attire. And some social media users even questioned whether the outfit is appropriate for an advertisement around an Indian festival.
Some felt the look was too revealing, and others felt the styling wasn’t resonating with the cultural sentiment of Raksha Bandhan.
The debate has mainly been around the difference between traditional expectations for festive advertising and the more contemporary fashion and jewellery brands.
Dog In The Advertisement Also Becomes A Talking Point
And Kriti's outfit was not the only feature of the campaign that attracted attention. The dog in the advertisement was also a topic of discussion.
In the campaign, Kriti is seen tying a rakhi on the dog after it barks at her. It seems to show that the pet is part of the family and is emblematic of the concept of celebrating Raksha Bandhan outside the brother and sister relationship.
The concept, however, was not attractive to everyone.
Some people on social media wondered why the advertisement included the dog in a ritual associated with siblings. Others criticized the campaign for what they said was an unnecessary attempt to alter the traditional meaning of the festival.
Social Media Divided Over The Campaign
The advertisement has generated contrasting reactions online. While critics express disappointment with the styling and storyline, it is also emblematic of the broader trend of brands attempting to reinterpret Indian festivals for younger and more fashion-conscious audiences.
Raksha Bandhan advertisements have evolved from the traditional portrayals of brothers and sisters. Brands usually make use of pets, friends, and wider family relationships to convey emotional bonds and inclusivity.
But such creative approaches can also lead to debate when audiences feel that familiar cultural traditions are being presented in a way that differs significantly from established customs.
In this case, Kriti’s display has become the most visible part of the conversation, and some viewers were more concerned with her outfit than the whole campaign.
Kriti sanon wearing a bra while tying a rakhi to her brother in a new jewellery Ad by GIVA. You won't see them making fun of either Eid or Christmas. pic.twitter.com/EcSmwyhiNT
— smh (@seemhuh) August 22, 2026
Kriti Sanon Yet To Respond
Kriti Sanon has not publicly commented on the criticism of the advertisement so far. It’s also unclear if the actor or brand will comment on social media reactions.
For celebrities, festive campaigns are often a big deal. They combine popular culture, fashion, and traditions. When you have a Bollywood actor (especially when it is a superstar Bollywood actor) in the lead, it is easier for you to quickly have conversations online, as long as the creative approach to the campaign differs from conventional festival advertising.
A Debate Over Tradition And Modernity
The debate on Kriti's Raksha Bandhan advertisement ultimately reflects a larger conversation about the representation of Indian festivals in today’s advertising.
In some people's eyes, traditional clothing and storytelling are the best, while in others, it’s the modern interpretation and lifestyle and family that are more interesting.
The campaign’s use of contemporary fashion and its inclusion of a pet seem to be part of that modern approach. But the mixed reaction suggests that festive advertising continues to carry cultural expectations.
The debate about Kriti Sanon’s look and the campaign’s concept is likely to continue as the advertisement continues to spread online. How much the criticism affects the campaign’s reception or serves only to make it more visible remains to be seen.
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