Kriti Sanon has reacted to the debate surrounding her Raksha Bandhan jewellery advertisement by liking an Instagram post that criticised what it described as “selective outrage” towards women. The development comes days after the advertisement faced criticism over the actor’s outfit and was subsequently withdrawn from the brand’s platforms.
The controversy surrounding the campaign sparked a wider discussion on clothing, cultural expectations and the way women are judged in the public sphere. Kriti had earlier defended the broader message of the festival and questioned the practice of linking a woman’s respect for tradition to her clothing.
Kriti Sanon likes post questioning ‘selective outrage’
Amid the continuing discussion, Kriti liked a post shared by a digital commentary account that contrasted the public reaction to an actress’s appearance in a festive advertisement with the attention given to issues including sexual violence, domestic violence and dowry deaths.
The post argued that the intensity of public outrage over a woman’s clothing can sometimes appear disproportionate when compared with the attention given to violence against women.
It concluded with the message:
“The problem isn’t a festive ad. The problem is selective outrage.”
The post further argued that society’s priorities can be understood by looking at both the issues that generate anger and the issues that people learn to tolerate.
Kriti’s action was a like on the Instagram post. Her like indicates an interaction with that particular post, but it does not by itself establish that she adopted every part of the post’s wording or argument.
What did Kriti Sanon say about the Raksha Bandhan controversy?
Kriti had previously addressed the backlash surrounding the advertisement in a statement shared on social media.
Discussing the meaning of Raksha Bandhan, she said that the essence of festivals lies in the emotions and significance attached to traditions rather than simply in clothing.
Kriti also spoke about her relationship with her sister, Nupur Sanon, explaining that the sisters tie rakhi to each other and see their bond as one in which they can protect one another.
She wrote that their wishes for each other include health, happiness and a long life, adding that their family includes their dogs as well.
The actor also questioned the continuing focus on what women should wear.
“Culture & Traditions are in her heart, not in her neckline!”
Her comments shifted the discussion from the advertisement itself towards a broader question about how women’s clothing is viewed in relation to culture and tradition.
Why was Kriti Sanon’s Raksha Bandhan ad removed?
The jewellery advertisement was taken down after criticism circulated online.
According to a subsequent statement from the brand’s founder, the decision to withdraw the campaign was linked to concerns about the physical safety of on-ground staff following incidents that, according to the company, had created an unsafe environment.
The founder also said that the brand continued to stand by the campaign and its underlying belief despite the controversy.
This explanation places the withdrawal in the context of the situation surrounding the campaign rather than presenting it as an admission that the advertisement itself was inappropriate.
The controversy goes beyond one advertisement
The Raksha Bandhan campaign has become part of a broader online discussion about advertising, women’s clothing and cultural expectations.
For Kriti, the issue has also involved how the festival itself is understood. Her comments emphasised the emotional relationship between family members rather than prescribing a particular form of clothing for women celebrating Raksha Bandhan.
At the same time, the reaction to her advertisement demonstrates how celebrity campaigns can quickly become subjects of wider public debate on social media.
Kriti’s recent Instagram interaction has now added another layer to that conversation. By liking a post about “selective outrage”, the actor has once again drawn attention to the discussion surrounding the campaign and the treatment of women in public discourse.
