Kriti Sanon’s recent Rakhi advertisement featuring a bikini sparked a social media firestorm. Actress Kangana Ranaut responded with a biting comment, turning the campaign into a national debate.

  • Kriti Sanon's ad became controversial
  • Kangana Ranaut delivered a sharp social media retort
  • Questions raised about Rakhi's cultural significance

Bollywood star Kriti Sanon appeared in a new Rakhi commercial wearing a bikini while tying a rakhi on a male co‑model portrayed as her brother. The unconventional attire triggered mixed reactions, with many labeling the ad as disrespectful to traditional values.

Actress Kangana Ranaut quickly jumped into the conversation, posting a screenshot of the ad on her Instagram story and captioning, “Why tie a rakhi on a brother in a bikini?” The post went viral, attracting massive trolling and sharp criticism toward Kriti.

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Several brands and fellow celebrities weighed in. Some condemned the ad for undermining Indian cultural norms, while others praised it as a bold marketing move aimed at younger audiences. The controversy reignited a broader discussion about the limits of celebrity endorsements and cultural sensitivity.

Historical Background

Raksha Bandhan, an ancient Indian festival celebrating the sibling bond, traditionally features modest attire and heartfelt gestures in its visual representations. Over the past two decades, advertisers have experimented with modern twists, occasionally crossing lines that provoke public backlash.

Why This Matters

BozokMedia analysis shows that when high‑profile stars appear in provocative ads, they not only shape brand perception but also challenge societal norms. Such campaigns can shift audience attitudes, yet they also risk dragging the brand into heated public discourse.

"Brands must handle cultural symbols with care; otherwise, they jeopardize their credibility," noted a marketing expert.
Did You Know?: The first known Rakhi advertisement dates back to the early 1990s, launched by a chocolate brand and has since become a seasonal staple.

Frequently Asked Questions

Q1: Which brand sponsored Kriti Sanon's bikini Rakhi commercial?

A: The ad was produced for a leading fashion label seeking to capture the attention of the youth market.

Q2: Did Kangana Ranaut apologize after her comment?

A: No, she maintained that her remark was a personal opinion and did not issue an apology.