Hina Khan calls Kriti's outfit in Rakhi ad inappropriate, Rubina Dilaik disagrees

Hina Khan said Kriti Sanon's outfit in the Raksha Bandhan advert was not appropriate for the occasion. Her remarks added to the wider row involving Rubina Dilaik, Kangana Ranaut, Kriti's defence and the brand's withdrawal of the film.

In Short

• Hina Khan said actors can refuse campaigns that may later backfire
• Rubina Dilaik argued the styling was not vulgar despite the criticism
• Kangana Ranaut mocked the festive look and called the advert creepy

Television actors Hina Khan and Rubina Dilaik have offered differing views on Kriti Sanon’s controversial Raksha Bandhan advertisement. While Hina felt Kriti’s outfit was “not appropriate” for an Indian festival, Rubina disagreed, saying the look was not “vulgar”.

Speaking on the YouTube show The POV, Hina said actors should have the freedom to turn down brand campaigns if they are uncomfortable with the creative direction. She also suggested that the occasion and cultural context should be considered when deciding how to present an advertisement.

“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,” Hina said.

Rubina, however, disagreed with the criticism of Kriti’s outfit. “No, it's not vulgar,” she said. Hina responded, “But there's a saying, ‘jaisa desh, waisa bhesh (as the country, so the dress)'. I think, keeping the occasion and Indian tradition in mind, we could have made it more sensitive.”

Hina also spoke about the scrutiny actors face when they become the face of a brand. She pointed out that while an advertisement involves several people behind the scenes, it is usually the actor whose face bears the brunt of public criticism.

“As public figures, we always make sure that whatever investments we are making in films, series or adverts, it's our faces that become the first thing that will be attacked or praised. The brand, production, the creative team—everything takes a backseat,” she said.

What was the controversy around Kriti Sanon’s Rakhi ad?

The debate began after Kriti featured in a jewellery advertisement celebrating Raksha Bandhan. In the campaign, she was seen wearing a bralette-style blouse with a cape and a draped skirt. The choice of outfit drew criticism from some social media users, who felt it was inappropriate for a traditional festival.

Actor and BJP MP Kangana Ranaut also criticised the advertisement. In an Instagram Stories post, she questioned why Kriti would wear what she described as a bikini or undergarments while tying a rakhi to her brother when women have a wide range of clothing options.

Kriti later responded to the criticism. She argued that a woman’s respect for her culture should not be judged by her clothes.

“The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions,” Kriti wrote.

She also questioned the continued scrutiny of women’s clothing, saying, “Also, when will we stop telling women what to wear? Ethnic fashion has evolved over the years, but still a woman's respect for her culture is measured by just her clothes!! Culture & traditions are in her heart, not in her neckline!”

Kriti further explained that Raksha Bandhan, for her, is about the bond of protection and love between siblings. She added that she and her sister tie rakhi to each other and extend the same affection to their pets, whom they consider family.

Why was the Rakhi advertisement withdrawn?

The advertisement was eventually withdrawn following the backlash. The brand said it had “the highest regard and deep respect for Indian culture, traditions and festivals” and apologised if the campaign had inadvertently hurt the sentiments of some sections of society.

“We have the highest regard and deep respect for Indian culture, traditions and festivals. As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets,” the brand said in a statement.

It added, “If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all. Out of respect, we have withdrawn the said advertisement from all media.”

The brand’s founder later said the decision to pull down the advertisement was also linked to concerns over the safety of its ground staff.

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