Kriti Senan's advertisement campaign for the Rakhi festival generated significant public resonance and led to political debates. Although the public initially discussed the actress's revealing outfit, the situation escalated after the intervention of two prominent political figures.
The allied jewelry brand GIVA withdrew the advertisement, stating via an Instagram post that it did not intend to offend anyone's feelings. The company claimed its goal was to convey the spirit of the festival in every detail and that it respects Indian culture and traditions. Subsequently, the brand removed the advertisement from all platforms.
Opinions among users on social media were divided regarding the ad's removal. Some believe that if the issue had remained within public discussion, such measures might not have been necessary, but the political climate exacerbated the situation. Support from Rahul Gandhi failed to resolve the dispute surrounding this advertisement.
Khanna Raunaut was the first to comment on the situation, sharing a post where she spoke about Kriti Senan's advertisement. She noted that modern women are global, and there are many clothing options available—from cocktail dresses and lehenga cholis to jeans, sarees, bikinis, and salwar kameez. Therefore, in her opinion, it is illogical to tie rakhis on a brother's wrist while wearing a bikini or underwear. Khanna described the advertisement as intentionally strange and uncomfortable.
In response to Khanna Raunaut's comment on Tuesday, Rahul Gandhi replied. He stated that a woman's choice of clothing, actions, and location is her personal decision. He called for an end to harassing women for their preferences, using the hashtag 'Smash the Patriarchy' in his reactive post.
In turn, the actress responded to Rahul's statement about 'smashing patriarchy.' Khanna cited cases such as the women's reservation law, triple talaq, and the Shah Bano case to counter Rahul Gandhi. She shared several caricatured images depicting Rahul Gandhi calling for the destruction of patriarchy. In one post featuring Rahul Gandhi, Khanna wrote: 'Bro, wait. Victory of Mother India.' In another post where a woman asks about triple divorce, Khanna's reply to Rahul states: 'Ah, that was completely a vote politics, but still smash patriarchy.' In a third post where a woman asks about voting against the women's reservation law, the reply reads: 'Again this vote politics, bro, but still smash patriarchy.' When the woman asked about Shah Bano, Khanna's reaction read: 'Break the cage.' These posts by Khanna went viral online.
Previously, Khanna Raunaut had repeatedly criticized Rahul Gandhi in interviews and on social media. The actress openly opposed the policies, decisions, and statements of Rahul Gandhi and his party in the country.
The main cause of the dispute was Kriti Senan's revealing attire in the Rakhi advertisement, specifically her bralette. The public reacted strongly to the actress displaying such bold and revealing clothing during a traditional festival like Rakhi. Khanna Raunaut also raised questions regarding Kriti's attire. After the situation gained serious momentum, Kriti issued an explanation. She emphasized that the true meaning of the festival lies not in clothing but in emotions and traditions. She questioned when people would stop dictating what women should and should not wear, asserting that culture and tradition live in the heart, not in the cleavage.