Kriti Sanon is getting into trouble for a promotional appearance related to Raksha Bandhan in which her outfit was questioned.
Some social media users said her outfit was “revealing” and said it was not appropriate for an advertisement which corresponds to a Hindu festival.
The criticism has largely been initiated by social media users who said the styling was not indicative of the cultural ethos of Raksha Bandhan.
Some people criticised the actor and the brand for offending Hindu sentiment, while others said celebrities should also be more circumspect about appearing at events related to religious or cultural festivals.
And one comment that got attention is: “Will she wear it on Eid?” The comment was a question about whether she would be adhering to similar styling in ads related to other religious celebrations.
The comment became a part of a larger online debate over the portrayal of Indian festivals in celebrity advertising.
The controversy shows the growing scrutiny that Bollywood celebrities get on social media.
Promotional campaigns which might otherwise not get much media attention can easily turn into a source for controversy if people believe that an advertisement touches on religious, cultural or social sensitivities.
But reactions online have not been completely one-sided. Some users rallied behind Kriti Sanon’s clothing, saying that you should not take an actor’s clothing as an insult to a religion or festival. Fashion and advertising campaigns should also be seen separately from one’s own faith, they said.
And the debate has once again raised questions about the balance between fashion, advertising and cultural representation.
Raksha Bandhan is now a festival that promotes the brother-sister relationship therefore its commercial representation is very sensitive to some audiences.
For celebrities and brands, such controversies can become reputational problems very quickly.
A campaign that is designed to generate attention can quickly draw criticism when viewers feel that such creative decisions do not match the occasion it’s attempting to market itself.
As social media debate continues on this, we’re not sure whether the advertisement crossed a cultural line or whether the reaction to it reflects changing expectations about celebrity fashion.
Kriti Sanon has not been the focus of any legal action so far, and the majority of the debate is still about social media reactions.
The episode is just one more example of how celebrity performances can become viral in India, where entertainment, fashion, advertising and cultural sentiment usually intersect.
Comments
Please to leave a comment on this article.