Actress Priyanka Chopra's mother Madhu Chopra has weighed in on the controversy surrounding Kriti Sanon's outfit in a festive jewellery advertisement, saying that personal freedom must operate within boundaries that respect others' values. Madhu Chopra made the remarks on the sidelines of an event in Mumbai on Thursday, 28 August.

What Madhu Chopra Said

'There has to be certain boundaries. My body, my choice works in those boundaries. It is good to do it,' she told reporters. She elaborated that dignity and cultural sensitivity must inform those choices: 'How you put your dignity, and respect other people's values matters a lot. You can do it in a place where these things are common.'

She acknowledged that younger generations, including her own children, wear similar outfits for work and personal pursuits, but stressed that context determines acceptability. 'It is acceptable because that works in those spaces,' she said.

The Advertisement That Sparked the Row

The controversy erupted after Kriti Sanon appeared in a Raksha Bandhan jewellery advertisement wearing an off-white ensemble comprising a bralette-style blouse, a cape, and a draped skirt. Critics online took objection to the choice of attire for a traditional Indian festival, triggering a wave of trolling directed at the actress.

Kriti Sanon Responds to Trolls

On 25 August, Sanon posted a note on her Instagram handle pushing back against the criticism. She argued that the essence of any festival lies in the emotions it evokes, not in the clothes worn to mark it — a position that drew both support and further backlash.

Brand Withdraws the Campaign

The jewellery brand moved swiftly to contain the fallout. In a statement shared on Instagram on Wednesday, the brand said it holds 'the highest regard and deep respect for Indian culture, traditions and festivals.' It added that the advertisement had been conceived to extend festive celebration to pets as well as family members.

'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 Out of respect, we have withdrawn the said advertisement from all media. Wish you all the love and positivity this festive season,' the brand's statement read.

The pulldown came just a day after Sanon's public response to her critics. The episode has reignited a broader debate in India about creative expression, cultural sensitivity, and the boundaries of brand messaging during religious festivals. How brands navigate festive advertising — balancing contemporary aesthetics with traditional sentiment — is likely to remain a flashpoint heading into the 2024 festive season.