Television actors Hina Khan and Rubina Dilaik have expressed differing opinions regarding Kriti Sanon’s recent Raksha Bandhan advertisement. Hina Khan asserted that Kriti’s outfit was “not appropriate” for an Indian festival, prompting a discussion about cultural sensitivity within the context of brand endorsements.

During a conversation on the YouTube show ‘The POV’, Hina emphasised that actors should be empowered to decline brand campaigns if they find the creative direction uncomfortable. She brought attention to the significance of considering both the occasion and cultural context when producing advertisements.

Hina articulated, “As an actor, you always have a choice. Sometimes some brands are very adamant and they want to do it their way. But as an actor, you always have the option to opt out, considering it may backfire.” This comment highlighted the tension between creative expression and cultural expectations.

Rubina Dilaik’s Defence of Kriti Sanon

In contrast to Hina’s views, Rubina Dilaik defended Kriti’s outfit, stating, “No, it’s not vulgar.” This disagreement underscores the differing perspectives within the acting community regarding attire in advertisements, particularly those linked to traditional occasions.

Hina responded to Rubina’s defence by referencing a popular saying: “jaisa desh, waisa bhesh (as the country, so the dress).” She reiterated the importance of being more sensitive to Indian traditions and the occasion when presenting such advertisements, suggesting that there could have been a more suitable approach.

Hina’s remarks also shed light on the scrutiny faced by actors who are typically held accountable for the content they promote. She noted that, although numerous individuals work behind the scenes on an advertisement, it is often the actor who receives the primary public response, whether positive or negative.

Public Reaction and Brand Response

The controversy surrounding Kriti Sanon’s Rakhi advertisement ignited following its release, where she wore a bralette-style top paired with a draped skirt. This choice of attire prompted backlash from a section of social media users who deemed it inappropriate for a culturally significant festival.

Notably, actor and BJP MP Kangana Ranaut also voiced her disapproval on social media, questioning the appropriateness of Kriti’s outfit for the occasion. Kriti responded by asserting that a woman’s clothing choice should not solely measure her respect for our culture. She expressed that the essence of festivals transcends attire and rests in the emotional connections tied to traditions.

Kriti further lamented the persistent scrutiny of women’s clothing, stating, “Also, when will we stop telling women what to wear?” To her, Raksha Bandhan embodies the bond of protection and love shared between siblings, and she highlighted that she engages in the tradition with her sister and pets.

Withdrawal of the Rakhi Advertisement

In light of the backlash, the brand associated with the advertisement opted to withdraw it, acknowledging the sensitivity of Indian culture and traditions. In their statement, they reiterated their deep respect for these values and apologised for any unintended offence.

The brand declared, “We have the highest regard and deep respect for Indian culture, traditions and festivals. If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all.”

This acknowledgement demonstrates the company’s awareness of cultural dynamics. The brand’s founder later added that the decision to retract the advertisement was also influenced by concerns regarding the safety of their ground staff amidst the ongoing discussions.

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