Indian actress Kriti Sanon’s Raksha Bandhan advertisement became the centre of an online debate over clothing, cultural traditions and expectations surrounding women’s appearance during festivals. The discussion gained further attention after Madhu Chopra, mother of Priyanka Chopra Jonas, shared her views on personal choice, dignity and dressing appropriately for different occasions. Speaking at the Women Building Cinema Together event in Mumbai, Madhu acknowledged that individuals should have the freedom to make their own choices. However, she stressed that personal freedom should also be balanced with awareness of the occasion and respect for other people’s values. “My body, my choice is right, but woh daayra zaruri hai,” Madhu said while discussing the issue. She explained that although people have the right to decide what they want to wear, there is also a need to consider the setting and maintain a certain level of dignity. According to her, clothing choices can be personal while still taking into account the cultural or social environment in which a person appears. Madhu also referred to the way her children dress for professional commitments. She said that her children, including Priyanka, wear different kinds of outfits depending on their work and personal preferences. However, she added that clothing should also be aesthetically suitable for the occasion. “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,” she said. Her comments came amid criticism surrounding a Raksha Bandhan campaign by jewellery brand GIVA featuring Kriti Sanon. The advertisement showed Kriti in an Indo-Western outfit while celebrating the festival by tying a rakhi to her onscreen brother as well as her pet dog. The campaign quickly attracted criticism on social media, with some viewers questioning whether the actress’s outfit was appropriate for a festival associated with family traditions and cultural values. The debate soon expanded beyond the advertisement itself, with people discussing whether women should be expected to follow particular dress codes during traditional celebrations. Following the backlash, GIVA removed the advertisement from its social media platforms. The jewellery brand later clarified that it respected Indian culture, traditions and festivals and said that there had been no intention to hurt anyone’s sentiments through the campaign. Kriti subsequently addressed the controversy through her Instagram Stories. Rather than focusing on the clothes featured in the advertisement, the actress highlighted the emotional meaning behind Raksha Bandhan. She argued that the festival should primarily be understood through the relationships, affection and emotions shared between loved ones. “The essence of festivals is not in the clothes you wear; it is in the emotions and meaning you attach to the traditions,” Kriti wrote. The actress also spoke about her own relationship with her sister and the role her pets play in her life. She described Raksha Bandhan as a celebration of care, protection, love and prayers for the wellbeing of family members. Kriti further questioned the tendency to judge women primarily through their clothing during traditional occasions. She suggested that culture and traditions should not be reduced to the clothes a woman chooses to wear, particularly when the deeper meaning of a festival lies in relationships and emotions. The contrasting perspectives from Kriti and Madhu kept the conversation going online. While Kriti focused on personal choice and the emotional significance of festivals, Madhu emphasised the importance of balancing individual freedom with the nature of the occasion and respect for cultural values. The controversy ultimately became part of a wider discussion about how women are viewed during traditional celebrations and whether their clothing should determine how respectfully they are perceived. It also highlighted the continuing debate between personal expression and cultural expectations, particularly when celebrities and brands use traditional festivals in advertising campaigns.
