'Raksha Bandhan', a symbol of the sacred love and unwavering faith of brother and sister, is celebrated with great joy and traditional customs across the country. However, during this festive season, heated debates often erupt on social media regarding advertisements of big brands and Bollywood celebrities. Recently, there is a lot of resentment on the internet regarding a new commercial advertisement (Brand Ad) made by Bollywood actress Kriti Sanon on the occasion of Rakshabandhan. Social media users have expressed strong objection to the visuals of the advertisement, the attire of the characters and the depiction of Sanatan traditions and have asked the question whether this is just an ordinary advertisement to sell a product or a deliberate attempt to change the basic nature of Indian culture in the name of modernity? Main root of controversy: No Tilak, no Aarti and no puja thali In the Sanatan tradition, Rakshabandhan is not limited to just tying a thread on the wrist or exchanging gifts. The basic basis of this holy festival is in the religious rituals – which include the decorated plate of puja at the auspicious time, the tilak of kumkum and Akshat, performing aarti and wishing for the long life of the brother and the age-old tradition of feeding sweets. In this advertisement of Kriti Sanon which is going viral on social media, users found that: Pooja thali missing: No sign of traditional Aarti thali, Deepak, Roli and Akshat is visible in the entire scene of the advertisement. Straightforward gifts and casual style: Ignoring the spiritual and emotional aspect of the festival, the entire narrative has been reduced to just modern gifting, casual conversation and a competition to look cool. 'Was it necessary to wear such clothes?'—Users' anger over the attire. Netizens have also lodged strong objections to the western and extremely casual attire of the actress and her co-stars in the advertisement. Wearing kurta-pajama, saree, salwar-suit or traditional attire has had cultural significance in Indian society on family and traditional festivals like Rakshabandhan. Users say that the advertisement shows a western club or party vibe instead of a festive atmosphere. Many users commented and wrote, "Is showing traditional clothes in Indian festival advertisements now considered backward? To what extent is it appropriate to ignore our roots and costumes in the name of showing modernity?"
Social media spat: 'Attack on culture' vs 'Modern perspective' This ad has sparked intense ideological debate on the internet after it surfaced: Traditional side's argument: A large number of people believe that multinational brands and advertising agencies are deliberately making Indian festivals disappear from their traditional, religious and spiritual symbols. In the past too, huge public anger has been seen over advertisements based on crackers on Diwali, water on Holi and rituals like Kanyadaan. People argue that such advertisements made without cultural understanding distance the new generation from their own traditions. Brand and supporters' side: At the same time, some people also argue that the advertisement has been made only to show the friendly and spontaneous relationship of the young generation (Gen Z) and it should be seen only as a creative expression (Creative Freedom). Questions are being raised on the commercialization of festivals. In recent years, it has been observed that whenever a major festival advertisement makes unnecessary changes to the established symbols of Indian culture—such as tilak, traditional clothes, chanting or family decorum—there is a strong reaction from the audience. Consumer affairs and branding experts also believe that to succeed in the Indian market, brands will have to respect the country's deep cultural sensibilities and traditions. The controversy over this advertisement of Kriti Sanon gives a clear message that Indian audiences are not liking the disappearance of cultural identity and religious practices in the name of modernity.