Congress leader Rahul Gandhi on Tuesday came out in support of actor Kriti Sanon amid criticism over the outfit she wore in a Raksha Bandhan advertisement, saying that what a woman wears is entirely her choice. Sanon has faced criticism from a section of social media users over her appearance in the jewellery advertisement, with some questioning whether her Indo-Western outfit was appropriate for a campaign centred on the traditional festival. Gandhi weighed into the controversy through an Instagram story, defending the actor’s right to choose what she wears.
‘Smash the patriarchy’
Sharing his response to the controversy, Gandhi said a woman’s clothes were a matter of personal choice and rejected attempts to dictate what Sanon should have worn for the advertisement. He also used the hashtag “Smash the Patriarchy” in his post.
His intervention brought a political voice into a debate that had already divided social media. While some users criticised the styling of the advertisement on the grounds that Raksha Bandhan is a traditional festival, others defended Sanon and argued that clothing choices should not become a measure of an individual’s respect for culture.
The row began after images and videos from the jewellery campaign circulated online. Sanon’s outfit drew particular attention, with critics arguing that the advertisement should have opted for more conventional festive attire.
Ad triggers online debate
The controversy has since developed into a broader discussion over cultural expectations surrounding women’s clothing. Critics of the advertisement maintained that brands using religious or traditional festivals for campaigns should remain sensitive to the cultural setting in which their products are promoted.
Others questioned why the scrutiny had centred so heavily on the actor’s clothes, arguing that contemporary and traditional styles frequently coexist in Indian festive celebrations.
Gandhi’s remarks placed him firmly on the latter side of the debate. His assertion that the decision belonged to Sanon framed the controversy as one involving individual autonomy rather than simply advertising aesthetics.
Choice takes centre stage
Sanon, one of Hindi cinema’s prominent actors, has frequently appeared in fashion and jewellery campaigns, but the Raksha Bandhan advertisement attracted unusual attention because of the debate surrounding its festive context.
The episode is the latest instance of a commercial campaign triggering a larger social media argument over the representation of Indian traditions. Brands and celebrities have increasingly found themselves at the centre of competing expectations over how festivals, customs and cultural identities should be portrayed.
Gandhi’s intervention has now widened the conversation beyond the advertisement itself, with the controversy increasingly focused on whether cultural expectations should determine how women dress or whether such choices should remain entirely personal.
