MUMBAI: Slamming the recent Raksha Bandhan advertisement featuring Kriti Sanon for “striking the faith of Hindus,” singer Sonu Nigam warned that just because Hindus are tolerant does not mean “you keep testing their restraint time and again”.The singer penned a scathing social media post on his X handle expressing his displeasure over the recent Raksha Bandhan advertisement by jewellery brand GIVA, news agency ANI reported.“The controversy is in no way about what a woman wears. The problem lies in the hypocrisy and the tactics of influencing people on Hindu festivals through their traditions. Because it’s not as if Kriti Sanon wore something like this for the first time and it sparked a controversy,” he wrote.Nigam also highlighted that there is certain dress decorum regarding clothing in gurdwaras and Hindu temples across the country.His post further read, “There is a certain decorum about when and what one should wear. For example, there is a tradition of covering one’s head when entering a gurdwara, and in a temple, you wear full and modest clothing. In many temples, even men are prohibited from wearing half-pants, but no one there is beating the drum of freedom to wear whatever one wants.”“Therefore, instead of playing the victim card, stop striking at the faith of Hindus in a democratic country. Just because Hindus are tolerant doesn’t mean you keep testing their restraint time and again. GIVA has removed this ad, and for that, thank you,” he added.The controversy began after BJP MP and actor Kangana Ranaut criticised Kriti Sanon’s outfit in a Raksha Bandhan jewellery advertisement.Ranaut questioned why Sanon would tie a Rakhi in what she described as a bikini or undergarments, despite the range of styling options available to women.Sanon later responded to the criticism, questioning why a woman’s clothing should determine her respect for culture and traditions.She said the essence of festivals lay in the emotions and meaning attached to them, adding that “Culture & Traditions are in her heart, not in her neckline!”The row also drew a political reaction, with Congress MP and Leader of Opposition Rahul Gandhi backing Sanon.He said what a woman wears, does or where she goes is her choice and urged people to stop trolling women for exercising their freedom.Amid the controversy, jewellery brand GIVA withdrew the advertisement.The company said it had the “highest regard and deep respect” for Indian culture, traditions and festivals, and apologised if the campaign had inadvertently hurt the sentiments of some sections of society.(With agency inputs)
