Actress Rubina Dilaik has weighed in on the controversy surrounding a Raksha Bandhan jewellery advertisement featuring actress Kriti Sanon, saying brands cannot exploit public sentiment around festivals simply to generate attention. The remarks came during a podcast discussion in Mumbai on 7 September, adding fresh celebrity voices to a debate that had already drawn in a Bharatiya Janata Party (BJP) Member of Parliament.

What Was Said on the Podcast

The discussion took place on The4POV, a podcast featuring Rubina and her husband Abhinav Shukla, alongside actress Hina Khan and her husband Rocky Jaiswal. Each panellist offered a distinct perspective on the advertisement controversy.

Rocky Jaiswal argued that while clothing choices should not ordinarily become a flashpoint, certain boundaries apply within religious and cultural contexts. 'Clothing shouldn't have created such a big issue. Freedom of expression is not absolute. My body, my rule does not enter in a religious space,' he said.

Rubina questioned the intent of brands that build campaigns around festivals and then take creative liberties that risk offending public sentiment. 'You can't play on public sentiment and want to create a buzz,' she said, repeating the point for emphasis during the discussion.

Hina Khan added that performers always retain the agency to withdraw from a campaign they find uncomfortable. 'Actors always, always have an option of opting out,' she said.

The Advertisement That Sparked the Row

The controversy centres on a jewellery campaign in which Kriti Sanon was seen wearing a bralette-style blouse with a cape and draped skirt while celebrating Raksha Bandhan — including tying a rakhi to her pet. The advertisement faced significant online backlash over the outfit choice and the portrayal of the festival, ultimately leading the jewellery brand to withdraw it.

Notably, the row escalated after actress and BJP MP Kangana Ranaut publicly criticised the campaign, describing it as 'intentionally creepy' and questioning both the outfit and the cultural framing of the advertisement.

Kriti Sanon's Response

Kriti hit back at the criticism through a social media post, without naming Ranaut directly. She challenged the tendency to judge a woman's cultural connection through her clothing. 'The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions,' she wrote, adding: 'Culture and Traditions are in her heart, not in her neckline!'

Why This Debate Matters

This is not the first time a festive advertisement has triggered a cultural flashpoint in India. The episode fits into a broader pattern of brand campaigns around religious and cultural occasions drawing scrutiny — from Diwali to Navratri — over questions of representation, creative freedom, and commercial intent. The involvement of a sitting MP amplified the political dimension, while the podcast discussion reflects how celebrity opinion increasingly shapes the contours of such controversies. All eyes are now on whether the jewellery brand or Kriti Sanon will address the matter further.