"We know we can protect each other."
Kriti Sanon has responded to widespread criticism of her Raksha Bandhan jewellery advertisement after it sparked a heated online debate.
The 36-year-old defended the campaign, pushing back firmly against those who questioned her outfit and the advertisement’s portrayal of the festival.
She wrote a pointed note addressing the controversy and summed up her stance with a powerful line that has since gone viral.
She wrote: “Culture & Traditions are in her heart, not in her neckline.”
In her detailed response, Kriti explained what the advertisement’s portrayal of Raksha Bandhan meant to her on a deeply personal level.
“The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions.
“Rakshabandhan is a bond of protection.
“My sister and I tie rakhi to each other.
“We know we can protect each other no less than a brother would have.”
She added that she and her sister pray for each other’s health, happiness and long life as part of their personal celebration of the festival.
Kriti also addressed the inclusion of a dog in the advertisement, which had been another focal point of the online backlash, saying:
“And for us, this prayer and promise extends to our dogs too!”
“Afterall, they are family!”
The jewellery advertisement features Kriti celebrating Raksha Bandhan dressed in an off-white bralette-style blouse, cape and draped skirt.
The campaign seeks to give the traditional festival a contemporary treatment while preserving its emotional core for modern audiences.
However, several social media users questioned whether the outfit was appropriate for the sacred occasion being celebrated in the advertisement.
The advertisement also shows Kriti tying a rakhi to her pet dog after the animal appears barking in the frame during the sequence.
The creative choice divided social media sharply, with some accusing the brand of making a mockery of an important Indian cultural festival.
Others specifically objected to Kriti’s outfit and felt the decision to include a dog in the Raksha Bandhan ritual crossed a cultural boundary.
BJP MP and actor Kangana Ranaut also weighed in on the controversy, taking a direct swipe at Kriti over her outfit choice:
“From cocktail dresses to lehnga cholis, jeans to saris, bikinis to salwar kameez.
“From all the options that are available to us today, why would you tie your brother a Rakhi in your bikini/under garments?
“Where are all your styling options?”
Kangana Ranaut’s remarks drew their own wave of reactions, with some supporting her position and others criticising her for policing another woman’s fashion choices.
On the professional front, Kriti was recently seen in the romantic comedy drama Cocktail 2 alongside Shahid Kapoor and Rashmika Mandanna.
