"There should be dignity, respecting people’s values."
Priyanka Chopra’s mother, Dr Madhu Chopra, has weighed in on the controversy surrounding Kriti Sanon’s Raksha Bandhan advert.
The advert by jewellery brand GIVA featured Kriti celebrating the festival wearing an ivory bralette-style blouse, matching cape and draped skirt.
She was shown tying a rakhi to her on-screen brother and a pet, extending the festival’s message of protection to animals.
The inclusion of pets was part of the campaign’s wider message about family and the bonds shared with animals.
However, the advert sparked backlash, with many criticising Kriti’s outfit and arguing that the campaign did not appropriately represent Raksha Bandhan.
Reacting to the advert, Madhu said while she supports personal choice, it should exist alongside cultural boundaries.
She said: “Of course, my body, my choice is absolutely true; however, there should be some boundaries and limitations.
“There should be dignity, respecting people’s values.
“You can wear such things where they are normal, but in our culture, it’s not normal to do this. Sorry to say.
“My kids also wear such clothes, for work and because they like wearing but I also feel they need to look good aesthetically as per the occasion.
“If it’s not looking aesthetic, it will draw criticism.”
Kriti Sanon previously defended the advert, questioning why a woman’s outfit should determine how much she respects culture and tradition.
“Imagine being this bothered by what another woman chooses to wear. Respectfully, evolve.
“PS: I’m the one she tied the rakhi to, and if I don’t have a problem with it, why do you? The essence of festivals is not in the clothes you wear; it is in the emotions and meaning you attach to the traditions.”
Addressing the criticism surrounding her outfit, she added:
“Also, when will we stop telling women what to wear? Ethnic fashion has evolved over the years, yet a woman’s respect for her culture is still measured by her clothes.
“Culture and traditions are in her heart, not in her neckline!”
Kangana Ranaut was among the prominent voices to criticise the campaign.
In an initial social media post, she did not name Kriti but questioned the decision to use the outfit for a Raksha Bandhan advert, describing it as “intentionally creepy”.
She later clarified that Kriti’s outfit was not her primary concern. She said her objection centred on how Raksha Bandhan had been represented.
The controversy ultimately prompted GIVA to remove the advertisement from its media platforms.
The brand said its intention had been to celebrate Raksha Bandhan by extending its message of love to pets.
In a statement, GIVA said: “We have the highest regard and deep respect for Indian culture, traditions and festivals.
“As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets.
“If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all.
“Out of respect, we have withdrawn the said advertisement from all media. Wish you all the love and positivity this festive season!”
