Actress Kriti Sanon’s Raksha Bandhan ad campaign for a jewellery brand has been facing heat for the past few days. The ad, which shows her celebrating the festival of Raksha Bandhan wearing a bralette top, didn’t go down well with a section of users. After facing backlash, the ad was taken down by the brand. Many celebrities also joined the debate, sharing their views about the controversy. Now, Urvashi Rautela has reacted to the ongoing controversy.
Urvashi Rautela reacts to Kriti Sanon’s ad
While speaking to IANS about the controversial ad, Urvashi said that she believes that ‘creativity should not come at the cost of cultural sensitivity’. She further clarified that she is someone who does not judge a woman based on what kind of clothes she wears.
Mumbai, Maharashtra: On the GIVA advertisement controversy, Actress Urvashi Rautela says, “I truly believe that creativity should not come at the cost of cultural sensitivity. At the same time, I am someone who would never judge a person…or even the kind of clothes she wears. I… pic.twitter.com/hZceM4mSkT
— IANS (@ians_india) August 29, 2026
However, she said, “I think that while we celebrate freedom and creativity, we should also ponder over the fact that, even if it is a brand promotion, Raksha Bandhan comes with a lot of sensitivity.” Further highlighting that she respects Indian culture and Raksha Bandhan is such a beautiful festival of brother and sister, she added, “So, we need to draw a line on what we need to do.”
The actress also stated that people from the brand should be very careful, since we cannot merge two worlds altogether. Urvashi, who recently made headlines for her tricolour gown at Miss Universe 2026, said, “At the end of the day, we are Indians, and we have to respect our country, India.”
About Kriti Sanon’s controversial ad
The controversy erupted after Kriti Sanon’s ad went viral. Kangana Ranaut posted about it on her Instagram story amid the backlash, slamming the choice of clothes. Amid the criticism, Kriti Sanon broke her silence, defending her clothes and the ad in a statement saying ethnic fashion has evolved and a woman’s respect for culture should not be judged by her clothes.
Nevertheless, the brand later issued a statement saying they had pulled down the ad. Recently, the founder of the jewellery brand addressed the decision to take down the campaign. The brand reiterated that it continues to support the campaign’s message; however, the decision to remove it came after safety concerns arose around some stores and the people working for the brand.