4 days ago
Urvashi Rautela Addresses Kriti Sanon’s Raksha Bandhan Ad Controversy
GIVA made a jewellery advertisement about Raksha Bandhan featuring Kriti Sanon.
Kriti wore an Indo-Western outfit with a bralette-style blouse, cape and draped skirt.
Some people online said the outfit did not fit the importance of the festival.
GIVA later removed the advertisement from its media platforms.
Kriti said people should not judge a woman’s respect for culture by her neckline.
Urvashi Rautela said people should support creativity but also respect cultural feelings.
She said Raksha Bandhan is an important festival celebrating the bond between brothers and sisters.
Kangana Ranaut said the ad also lacked traditional details such as family members, a home, religious symbols and festive food.
The debate is about how modern advertising should represent an important cultural festival.
GIVA’s Raksha Bandhan jewellery advertisement featuring Kriti Sanon drew online criticism over her bralette-style outfit.
The advertisement was withdrawn from all media platforms, with GIVA saying it acted out of respect.
Urvashi Rautela said creativity and freedom should not come at the cost of cultural sensitivity.
Rautela said she does not judge women by their clothing but urged brands to respect Raksha Bandhan’s significance.
Kangana Ranaut criticized the ad for omitting traditional elements such as parents, a home, religious symbols and festive food.
- Who
- Kriti Sanon, Urvashi Rautela and Kangana Ranaut were central to the discussion; GIVA produced the advertisement.
- What
- A Raksha Bandhan-themed GIVA jewellery advertisement featuring Kriti Sanon sparked criticism over its presentation and was withdrawn.
- Where
- Rautela’s comments were reported from Mumbai, Maharashtra.
- When
- The controversy began earlier in August 2026, and Urvashi Rautela’s comments were reported on August 29, 2026.
- Why
- Critics objected to the outfit and the advertisement’s depiction of Raksha Bandhan, while Rautela called for a balance between creativity and cultural sensitivity.
Creative Expression
Cultural Sensitivity
Clothing and respect
Creative Expression
Kriti Sanon argued that ethnic fashion has evolved and that a woman’s respect for her culture should not be judged by her neckline. Urvashi Rautela also said she does not judge women by their clothing.
Cultural Sensitivity
Critics argued that the revealing outfit was inappropriate for an advertisement centered on Raksha Bandhan and its traditional significance.
Modern advertising
Creative Expression
The campaign presented a contemporary, Indo-Western interpretation of festival-related jewellery and creative expression.
Cultural Sensitivity
Rautela said brands should not merge creativity with a culturally sensitive festival without drawing a line and considering Indian traditions.
Traditional imagery
Creative Expression
A modern advertisement may use a different visual style rather than showing every conventional family or religious element.
Cultural Sensitivity
Kangana Ranaut said the ad failed to show parents, a home, festive food, a deity, a tilak, rice grains, incense or lamps.
Key facts
- Brand
- GIVA
- Advertisement
- A Raksha Bandhan-themed silver jewellery campaign featuring Kriti Sanon
- Outfit
- An ivory bralette-style blouse with a matching cape and draped skirt
- Outcome
- The advertisement was withdrawn from all media platforms
- Urvashi Rautela’s view
- Creativity should not come at the cost of cultural sensitivity
- Kriti Sanon’s response
- A woman’s respect for her culture should not be judged by her neckline
- Kangana Ranaut’s criticism
- The advertisement lacked elements including parents, a home, halwa-poori, a deity, a tilak, rice grains, incense and lamps
Quotes
Urvashi Rautela
Indian actress who commented on the advertisement controversy
“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. Millions of people celebrate it, and we are very proud of our traditions. So, we have to be comfortable, and we really have to be aware of the fact that we cannot bring two things together, like creativity and something as pure as Raksha Bandhan, which has such cultural significance in Indian tradition.”
freepressjournal.in
NDTV
“I truly believe that creativity should not come at the cost of cultural sensitivity.”
freepressjournal.in
NDTV
Sources
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