Actress Urvashi Rautela has reacted to the controversy surrounding Kriti Sanon’s Raksha Bandhan advertisement. Speaking to IANS, Urvashi said she does not judge a woman based on her clothes, but added that cultural sensitivity should not be overlooked in the name of creativity.
She described Raksha Bandhan as a sacred festival and said its dignity and traditional significance should be respected. Kriti’s Indo-Western outfit in the GIVA jewellery advertisement had faced backlash on social media, following which the brand withdrew the advertisement.
‘Do not mix creativity with tradition’
Urvashi said, “We celebrate freedom and creativity, but we must consider that Raksha Bandhan is a sensitive and sacred festival. It is celebrated by crores of people in the country, and we are proud of our traditions.”
She added that creative expression should have certain boundaries when it involves deeply respected cultural traditions. “We must understand that in the name of creativity, a sacred tradition like Raksha Bandhan cannot be toyed with,” she said.
Urvashi said that Raksha Bandhan cannot be toyed with in the name of creativity.
‘We must decide where to draw the line’
Urvashi Rautela also stressed the importance of respecting Indian traditions while creating modern and creative campaigns. She described Raksha Bandhan as a festival that celebrates the special bond between siblings and said brands should be careful while presenting such occasions.
She said that there should be a clear distinction between creative freedom and the portrayal of traditions. According to Urvashi, “We need to draw a line on what we need to do.” She added that people should respect India and its culture.
Know what the entire controversy is about
Kriti wore a bralette-style outfit in the ad
The controversy began with a Raksha Bandhan-themed jewellery advertisement featuring Kriti Sanon. In the campaign, Kriti was seen wearing an off-white bralette-style blouse with a cape and draped skirt while celebrating the festival. The styling drew criticism from some social media users, who questioned whether the outfit was appropriate for a festival considered culturally significant.
Kriti later defended the advertisement, saying the essence of festivals lies in the emotions and meaning attached to traditions rather than in a woman’s clothes. She also said that culture and traditions are in the heart, not in the neckline.
The controversy grew further after Kangana Ranaut criticised the advertisement, while the jewellery brand later withdrew the campaign following the backlash.
A section of social media users criticized this look. They argued that this modern style is not appropriate for a festival associated with family and tradition.
Kangana condemns Kriti’s look- Amidst social media trolling, Kangana Ranaut wrote on social media without naming Kriti, “It is a great time to be a woman. Our wardrobes are full of various types of clothes and today’s woman is a global woman. From cocktail dresses to lehenga cholis, jeans to sarees, bikinis to salwar-kameez, today we have so many options to wear. Then why would you tie a rakhi to your brother in a bikini or undergarments? Where do you have so many styling options? Ha ha, this advertisement seems to have been made awkwardly on purpose.”
Kriti Sanon responds to Kangana – Amidst the criticism following Kangana’s remarks, Kriti issued an official statement. She said, “Festivals are not about the clothes you wear, but about the feelings you have in your heart for traditions and their meaning.”
“Raksha Bandhan is a festival of the bond of protection. My sister and I tie rakhis to each other. We know that we can protect each other just as much as a brother can. When will we stop telling women what they should wear? Ethnic fashion has changed over time, but even today, a woman’s respect for her culture is measured only by her clothes. Culture and traditions are in her heart, not in her neckline.”
Rahul Gandhi defends Kriti- On the controversy, Rahul Gandhi re-shared Kriti’s post and wrote that what a woman wears, what she does, and where she goes is her own choice. There should be no online policing of women’s clothing and lifestyle. Rahul used the hashtag ‘Smash the Patriarchy’ in his post.
Brand removes advertisement after controversy- Seeing the controversy grow on social media regarding the clothes and tying a Rakhi to a pet dog, the brand issued an official statement, apologized, and removed this advertisement from all its social media platforms.
