From Kangana’s ‘bikini’ barb to GIVA pulling ad: How Kriti Sanon’s Raksha Bandhan row unfolded

MUMBAI: A jewellery advertisement featuring actor Kriti Sanon ahead of Raksha Bandhan has snowballed into a wider debate over clothing, culture and women’s freedom.The advertisement soon drew criticism from BJP MP Kangana Ranaut, a response from Sanon, backing from Congress leader Rahul Gandhi and, finally, the withdrawal of the campaign by jewellery brand GIVA.The controversy centred on GIVA’s Raksha Bandhan campaign featuring Sanon in an Indo-Western outfit comprising a bralette-style blouse, cape and draped skirt.While the advertisement was intended as a festive campaign, its styling triggered criticism online.Some social media users questioned whether Sanon’s outfit was appropriate for a Raksha Bandhan advertisement and also pointed to the absence of traditional elements associated with the festival.Kangana’s ‘bikini’ remark sparks rowThe controversy gained momentum after actor-turned-politician Kangana Ranaut aimed the advertisement in an Instagram Story.Ranaut questioned why a woman would tie a Rakhi while wearing what she described as a bikini or undergarments, arguing that women today have a wide range of clothing options.“It’s a wonderful time to be a woman. Our closets are full of a variety of clothes; today’s woman is a global woman,” Kangana wrote.She went on to list options ranging from cocktail dresses and lehenga cholis to jeans, saris, bikinis and salwar kameez, before asking why one would choose such an outfit while tying a Rakhi.Calling the advertisement “intentionally creepy”, Ranaut questioned the way the festival had been portrayed.The criticism added fuel to an already active online debate, with some users also questioning why traditional elements such as a puja thali and tilak were absent from the campaign.‘Culture & traditions are in her heart, not her neckline’: Kriti hits backSanon subsequently responded to the criticism, though she did not name Ranaut directly.In an Instagram post, the actor said the essence of a festival was not determined by the clothes a person wore but by the emotions and meaning attached to the tradition.She described Raksha Bandhan as a bond of protection and said she and her sister tie Rakhi to each other, adding that they pray for each other’s “health, happiness & long life”.Sanon also explained that the same sentiment extended to their dogs, whom they considered family.The actor then broadened her response beyond the advertisement itself, questioning why women continued to be told what to wear.She said ethnic fashion had evolved, but a woman’s respect for her culture was still being judged by her clothes.Her post ended with the line, “Culture & Traditions are in her heart, not her neckline!”Rahul Gandhi enters debateThe controversy then took a political turn after the Leader of Opposition in the Lok Sabha Rahul Gandhi, came out in Sanon’s support.Gandhi said a woman’s clothing, actions and movements were her own choices and urged people to stop trolling women for exercising their freedom.“What a woman wears, what she does and where she goes - is her choice,” Gandhi said in an Instagram post. “Stop trolling women for exercising their freedom.”His intervention shifted the conversation further from the advertisement’s styling to the broader question of whether women’s clothing should be used as a measure of their cultural values.GIVA pulls advertisementAs the controversy continued, GIVA announced that it had withdrawn the advertisement from all media.In a statement shared on Instagram, the jewellery brand said it had the “highest regard and deep respect” for Indian culture, traditions and festivals.The company said it had intended to celebrate the festive occasion with families and had sought to extend that celebration to pets as well.GIVA said that if the advertisement had inadvertently hurt the sentiments of some sections of society, that was never its intention.“Out of respect, we have withdrawn the said advertisement from all media,” the brand said.It concluded its statement by wishing people “love & positivity” during the festive season.A festive ad turns into a larger debateThe episode has since moved beyond the advertisement itself.The exchange between Kangana and Sanon has opened up a larger debate over how women dress during festivals, who gets to define cultural appropriateness and whether clothing can be used to judge a woman's respect for tradition.What began as a festive jewellery campaign eventually turned into a public debate involving actors, politicians and the brand itself.You Can Also Check: Gold Rate in Mumbai | Silver Rate in Mumbai | Bank Holidays in Mumbai | Public Holidays in Mumbai | Mumbai AQI | Weather in Mumbai | Petrol Price in Mumbai | Diesel Price in Mumbai | CNG Price in Mumbai | LPG Price in MumbaiStay updated with the latest Mumbai news. Download the TOI App.