New Delhi: Kriti Sanon’s latest Raksha Bandhan advertisement has sparked a debate on social media, with viewers divided over the campaign’s interpretation of the festival. The jewellery advertisement, created for GIVA, shows the actor tying a rakhi to a pet dog, prompting strong reactions online.
Some social media users have also criticised Sanon’s outfit, with several commenting that her blouse is too revealing for a Raksha Bandhan celebration.
The advertisement features a pet dog, extending the idea of Raksha Bandhan beyond the traditional brother-sister relationship. The sequence appears intended to highlight the idea that pets are an integral part of modern families and can also be included in festive celebrations.
Several users also pointed out the absence of familiar Raksha Bandhan elements such as a puja thali, tilak and other customary rituals. Instead, the advertisement places greater emphasis on fashion, jewellery, the bond between Sanon and the pet, and a contemporary visual aesthetic. Some viewers argue that the campaign prioritises a modern advertising language over the cultural traditions associated with the festival.
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Pious festival?
On social media, reactions to the GIVA campaign ranged from criticism of Sanon’s outfit to broader accusations that the advertisement was disrespectful towards the festival.
“A deliberate attempt to ridicule a pious festival. Actress Kriti Sanon is equally guilty,” a user wrote.
“I will be fine with this, if they make the same advertisement with Eid as well. The selective activism angers me,” another user wrote.
“Such foolish and unimaginable ads keep on streaming rather frequently. Despite protests. Despite pointing out. To me, this is just a manifestation of the raging war for extermination of India,” a user wrote.
(Edited by Ratan Priya)