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Actor Nupur Sanon has stepped forward in strong support of her sister, Bollywood actress Kriti Sanon, following severe online backlash over a recent festive advertisement. Kriti had faced trolling and moral policing on social media over her choice of attire—an ivory modern ensemble featuring a bralette-style blouse, draped skirt, and cape—in a Raksha Bandhan commercial for a popular jewellery brand. Taking to her Instagram Stories to repost Kriti’s statement, Nupur directly confronted the critics, writing, “Imagine being this bothered by what another woman chooses to wear. Respectfully, EVOLVE!” She further shut down the online outrage by pointing out her personal connection to the tradition, adding, “PS: I’m the one she ties the rakhi to, and if I don’t have a problem, why do you?”
The controversy escalated when online users, along with actor-politician Kangana Ranaut, publicly criticized the styling of the campaign as inappropriate for a traditional Indian festival. Responding directly to the moral judgment, Kriti issued a detailed note emphasizing that the true spirit of festivals lies in meaningful emotions and relationships rather than wardrobe choices. She noted that culture and traditions exist in a person’s heart rather than in her neckline, questioning when society will finally stop policing women’s fashion choices. Kriti also explained that in their family, Raksha Bandhan represents a mutual bond of love and protection shared between sisters, which even extends to their family pets.
Nupur’s vocal backing highlights the close bond between the Sanon sisters while calling out the double standards often directed toward female celebrities during festive campaigns. Fans and supportive netzens have since rallied behind both sisters, praising their candid response against unnecessary outfit policing and modernizing traditional celebrations. The exchange has sparked a wider online conversation regarding personal freedom, evolving ethnic fashion, and the true underlying meaning of cultural traditions in modern times.
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