Kriti Sanon's Rakhi ad ignites fierce cultural debate

New commercial featuring Indian actor Kriti Sanon has ignited online debate regarding festive representations, modern styling and traditional customs. The commercial was released ahead of Raksha Bandhan as part of a marketing campaign for a jewellery brand. Now it depicts a modern festive gathering where Sanon celebrates family bonds by tying a rakhi on her brother's wrist before extending the ritual to her pet dog. Now the commercial however has divided the internet. The ad does not feature conventional traditional rituals usually practiced during rakhi. Another controversy that has got everyone talking is Kriti Sanon's outfit which is a modern indo-western ensemble paired with a drape. While the outfit is not technically well it's not a bikini clearly but several online commentators argued that such styling was unsuitable for cultural ads. Now responding to the backlash Sanon and Raksha Bandhan is against Sanon. It's about the bond of protection not what someone chooses to wear that's what she says. She pointed to her own bond with her sister saying that they tie rakhis to each other and pray for each other's health and long life. She also said that promise extends to their pets who she considers family. Supporters countered these complaints by calling the backlash unfair moral policing arguing that contemporary festive fashion choices should not be used to question an individual's respect for culture. Now they also point out that pets play a protective role in households arguing that celebrating the companion bond aligns with the fundamental spirit of care and protection. Traditionally rakhi is not limited only to brothers and people absolutely tie them to to pets and musical instruments in some cases as well. Well the most prominent modern custom highlights the brother-sister bond. The core meaning of Raksha Bandhan it's a bond of protection. You protect someone and you tie a rakhi on somebody who's going to protect you. It is a deeply rooted tradition in many parts of India across India in fact to tie a raksha and these are Raksha Bandhan rakhis.