The controversy surrounding Kriti Sanon’s Raksha Bandhan advertisement has drawn reactions from several celebrities, with actress Urvashi Rautela now weighing in on the debate.
The jewellery campaign, featuring Kriti in a contemporary ensemble while celebrating Raksha Bandhan, faced criticism from a section of social-media users who felt the styling was inappropriate for a festival associated with traditional family and sibling bonds. The advertisement was subsequently removed by the brand.
Speaking to IANS, Urvashi said that creative freedom should be balanced with cultural sensitivity and stressed the importance of respecting Indian traditions.
Urvashi Rautela Says Creativity Should Not Ignore Cultural Sensitivity
Addressing the controversy, Urvashi said she does not believe women should be judged based on their clothing.
At the same time, she argued that advertisements connected to culturally significant festivals require a certain degree of sensitivity.
“I think that while we celebrate freedom and creativity, we should also ponder over the fact that, even if it is a brand promotion, Raksha Bandhan comes with a lot of sensitivity,” Urvashi said, according to IANS.
The actress described Raksha Bandhan as a special celebration of the bond between brothers and sisters and said brands should consider where to draw the line when combining contemporary advertising with traditional occasions.
“So, we need to draw a line on what we need to do,” she added.
‘We Cannot Merge Two Worlds Altogether’
Urvashi also urged brands to exercise greater caution when developing campaigns around Indian festivals.
She said that while advertising can embrace modern creativity, there are occasions where cultural context needs to remain an important consideration.
The actress further emphasised her personal connection to Indian culture and said, “At the end of the day, we are Indians, and we have to respect our country, India.”
Her remarks come as the debate continues over how fashion and advertising should represent traditional festivals in contemporary campaigns.
What Happened With Kriti Sanon’s Raksha Bandhan Ad?
The controversy began after jewellery brand GIVA released a Raksha Bandhan campaign featuring Kriti Sanon.
In the advertisement, Kriti was seen in an off-white outfit featuring a bralette-style blouse, cape and draped skirt. While some viewers appreciated the contemporary styling, others argued that the look did not fit the traditional context of Raksha Bandhan.
The campaign quickly attracted criticism online and eventually became a larger debate about cultural representation, fashion and artistic freedom.
Kangana Ranaut Also Criticised the Campaign
Among those who reacted was Kangana Ranaut, who questioned the styling used in the advertisement.
Kangana argued that women today have numerous choices when it comes to clothing and questioned why a campaign for Raksha Bandhan had to use an outfit that she considered inappropriate for the occasion.
Her comments added another high-profile voice to the criticism surrounding the advertisement.
Kriti Sanon Defended Her Clothing and the Campaign
Kriti later responded to the backlash, defending both her outfit and the broader message behind the campaign.
The actress argued that Indian ethnic fashion has evolved over time and that a woman’s respect for her culture should not be determined simply by what she wears.
Her response shifted part of the discussion toward the question of whether cultural identity should be judged through traditional clothing alone.
GIVA Removed the Advertisement
Amid the controversy, GIVA announced that it had taken the campaign down.
The jewellery brand maintained that it respects Indian culture, traditions and festivals. The company’s founder later addressed the decision, explaining that the campaign was removed after safety concerns reportedly emerged around some stores and employees.
According to the explanation, the removal did not mean that the brand had abandoned the campaign’s underlying message.
The Debate Over Tradition and Modern Advertising
Urvashi’s comments add another perspective to an increasingly wide-ranging discussion.
At the heart of the controversy is a broader question: how far can brands take contemporary fashion and creative expression when advertising around culturally significant festivals?
While critics believe certain traditions deserve a more recognisable visual treatment, others argue that Indian culture can coexist with changing fashion and modern forms of expression.
The Kriti Sanon campaign has therefore become less about one outfit and more about the balance between creative freedom, cultural sensitivity and commercial advertising.
The Bottom Line
Urvashi Rautela has called for a balance between creativity and cultural sensitivity amid the controversy over Kriti Sanon’s Raksha Bandhan advertisement.
While making it clear that she does not judge women based on their clothes, Urvashi said festivals such as Raksha Bandhan carry particular cultural significance and suggested that brands should be mindful of how they portray them.
The campaign has since been withdrawn by GIVA, while the debate over fashion, tradition and representation continues online.
Edited by Priya Dev
