Actress Kriti Sanon faces backlash over bold Rakhi jewellery advertisement

An advertisement featuring actor Kriti Sanon promoting jewellery for the occasion of Rakhi has sparked considerable controversy on social media platforms. The campaign, centred on the Hindu festival that celebrates the bond between siblings, has drawn criticism from multiple quarters over its creative direction and visual presentation.

Actor Kangana Ranaut was among those who publicly expressed concern about the advertisement, raising questions about the appropriateness of the styling and thematic elements used in the promotional campaign. Social media commentator Sujjan Bernert also weighed in on the discussion, adding to the growing chorus of dissent surrounding the piece.

The criticism primarily centres on the juxtaposition of the advertisement's bold aesthetic approach with the traditional and familial nature of Rakhi, one of India's significant cultural observances. Detractors have questioned whether the styling decisions align with the values and sentiments traditionally associated with the festival.

The controversy underscores broader discussions within Indian society regarding the representation of cultural festivals in commercial advertising. Rakhi, celebrated primarily to honour sibling relationships across India, has long been portrayed in media and marketing through more conservative and family-oriented imagery.