Gunjan Chaudhary
Kriti Sanon has found herself at the centre of a social media controversy after her latest Raksha Bandhan advertisement left a section of the internet divided. The festive campaign, which appears to celebrate the bond of protection and affection associated with Raksha Bandhan, has not gone down well with some viewers. Several social media users questioned the concept of the advertisement, particularly the way the festival was portrayed and Kriti’s outfit in the campaign.
Kriti Sanon
Kriti Sanon’s Raksha Bandhan Ad Draws Backlash
The advertisement features Kriti Sanon in a Raksha Bandhan-themed setting. However, instead of appreciating the festive concept, some viewers focused on elements they felt did not match the traditional way the festival is celebrated. One of the biggest points of criticism was the presence of a dog being tied a rakhi, which led to sarcastic comments from users asking why the campaign had chosen to portray the ritual this way. Some users also questioned why the advertisement did not feature elements such as a traditional puja thali, sweets or other familiar aspects of Raksha Bandhan celebrations.
Kriti Sanon
Kriti’s outfit also became a major talking point. A section of social media users objected to the styling and questioned whether the attire was appropriate for a Raksha Bandhan campaign featuring a brother-sister relationship. Comments questioning “bhai ke saamne aise kapde?” began circulating online, with users debating whether advertisements should maintain a more traditional visual representation of the festival.
Kriti Sanon
At the same time, others argued that Kriti’s clothing was simply part of the brand’s creative direction and that there was no need to impose a particular dress code on a modern festive campaign. Raksha Bandhan is traditionally celebrated by sisters tying a rakhi on their brothers’ wrists, often after performing aarti and applying a tilak. Sweets and gifts are also commonly exchanged as part of the celebration.
Kriti Sanon
Because these elements are strongly associated with the festival, some viewers expected the advertisement to showcase them. Instead, the campaign’s unconventional presentation became the reason for much of the online criticism. While critics have called the advertisement inappropriate and questioned its portrayal of Raksha Bandhan, others have defended the campaign and said that advertising does not necessarily have to replicate traditional rituals exactly. Some users also pointed out that a brand may intentionally use a contemporary or unconventional concept to stand out during a crowded festive advertising season.