Sonu Nigam Slams Kriti Sanon's Raksha Bandhan Ad, Says 'Stop Striking at Hindus' Faith'

Singer Sonu Nigam has joined the controversy over a Raksha Bandhan advertisement featuring actor Kriti Sanon, accusing the campaign of "striking at the faith of Hindus" in a democratic country. In a post on X, Nigam warned that just because Hindus are tolerant, it does not mean their restraint should be tested repeatedly.

Nigam said the issue was not about what a woman wears but about the hypocrisy and tactics used to influence people during Hindu festivals through their traditions. He pointed out that Sanon had not worn something like this for the first time, implying a pattern. He also highlighted the dress decorum observed in gurdwaras and temples, where covering one's head or wearing modest clothing is expected, and noted that even men are barred from wearing half-pants in many temples. He urged people not to play the victim card and thanked GIVA for withdrawing the ad.

The advertisement, which featured Sanon in an ivory lehenga with a deep-neck blouse and a cape, drew criticism after actor and BJP MP Kangana Ranaut questioned her outfit choice. Ranaut, in an Instagram post, sarcastically asked why Sanon would tie a rakhi in what she called "bikini/undergarments" when she had many styling options.

Kriti Sanon responded by asserting that the essence of festivals lies in emotions, not clothing. She said Rakshabandhan is a bond of protection, and she ties rakhi to her sister and even her dogs. She questioned why a woman's respect for culture is measured by her clothes, adding that culture and traditions are in her heart, not her neckline. Congress leader Rahul Gandhi supported her, saying it is a woman's choice what she wears.

Following the backlash, jewellery brand GIVA withdrew the advertisement, stating that hurting religious or cultural sentiments was never its intention. The brand expressed deep respect for Indian culture and traditions and said it had removed the ad from all media.