Kriti Sanon’s latest Raksha Bandhan advertisement has sparked a debate on social media, with viewers divided over its styling and creative treatment of the festival. Actress Suzanne Bernert has now publicly criticised the campaign, arguing that the advertisement does not capture the sentiment associated with Raksha Bandhan. Suzanne’s comments became more pointed after a user responded to her post. Addressing the broader conversation around fashion, choice and women’s empowerment, the actress criticised what she described as the presentation of revealing clothing as a symbol of empowerment.The advertisement, created for jewellery brand Giva, features Kriti in a contemporary festive ensemble while incorporating elements of the traditional celebration. Suzanne shared her reaction on X, questioning whether the visual treatment was appropriate for a festival with deep cultural and emotional significance.
Suzanne Bernert reacts to Kriti Sanon’s Raksha Bandhan advertisement
Bernert, who grew up in Germany, posted her reaction on X, describing the campaign as tone-deaf despite her own liberal outlook. “Even from my ‘liberal, grown up in Germany’ mindset this is way off. It’s a beautiful festival with deep meaning. This looks like ‘Chalo, let’s go party’,” she wrote.The tweet drew replies, including from someone who felt her comment undermined a woman’s right to dress as she pleases regardless of the occasion. Bernert didn’t back down, responding, “Wearing less clothes being sold as empowerment was one of the biggest disservices done to women.” She added context to her own stance on the festival too, noting, “I have tied rakhi not dressed up. I think whatever is comfortable. But this is an ad! Influencing youngsters.“
Inside the Raksha Bandhan 2026 campaign that sparked the row
The commercial shows Kriti Sanon dressed to nines, in an ivory-toned, Indo-Western outfit featuring a bralette-style blouse layered with a cape and a draped skirt. Though positioned as a festive look, the outfit didn’t sit well with a section of viewers, who felt it clashed with the sentiment typically associated with Raksha Bandhan.Adding to the chatter is a scene where Kriti’s pet dog barks at her mid-ritual, prompting her to tie it a rakhi as well, folding the pet into the family celebration. That moment alone became a subject of debate, separate from the outfit criticism altogether.
Kangana Ranaut escalates the debate
The controversy picked up further steam after Kangana Ranaut added her voice to it via an Instagram Story. The actor-politician didn’t mince words, describing the ad’s styling as “intentionally creepy.” Kangana argued that modern wardrobes give women no shortage of options, from lehengas to gowns to everyday Indian wear and questioned why an outfit resembling loungewear or innerwear was chosen specifically for a moment meant to celebrate a sibling bond. Her remarks added political and cultural weight to a controversy that was already gaining traction, pulling even more attention toward the campaign.
Backlash over Kriti Sanon’s Raksha Bandhan advertisement keeps growing
Reactions to the ad have ranged from mild disapproval to outright anger. A section of social media users felt the brand had trivialised a festival rooted in tradition, while others took direct aim at GIVA’s creative choices, with terms like “sick” and “shameful” doing the rounds in the comments.The controversy gained further traction after Kangana Ranaut posted about it on her Instagram Stories, calling the outfit “intentionally creepy” and questioning why, given how many styling options exist today, this particular look was chosen for a rakhi-tying moment. As of now, Kriti Sanon hasn’t issued any response to the criticism.
What’s next for Kriti Sanon?
Away from the ad controversy, Kriti Sanon was most recently featured in ‘Cocktail 2’, the Homi Adajania-directed multi-starrer that released on June 19, 2026 with Shahid Kapoor and Rashmika Mandanna.