A controversy over actor Kriti Sanon’s outfit in a Rakshabandhan jewellery advertisement has escalated, with Sanon responding to criticism by BJP MP and actor Kangana Ranaut and receiving support from Congress leader Rahul Gandhi.

What began as a debate over a jewellery advertisement has thus widened into a larger argument about women's freedom, clothing and the continuing tendency to judge their relationship with culture and tradition through what they choose to wear.

Without naming Ranaut, Sanon took to Instagram Stories to reject the idea that a woman’s connection to culture and tradition can be judged by her clothes. Her response came after Ranaut criticised the outfit worn by Sanon in the advertisement, describing it as inappropriate for a Rakshabandhan-themed campaign.

Kriti’s note read, “The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions. Rakshabandhan is a bond of protection. My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would have.”

She added, “We pray for each other’s health, happiness & long life. And for us, this prayer and promise extends to our dogs too! After all, they are family! Also, when will we stop telling women what to wear?? Ethnic fashion has evolved over the years, but still a woman’s respect for her culture is measured with just her clothes!! Culture & Traditions are in her heart, not in her neckline!”

The controversy began after Kangana Ranaut reacted to the jewellery advertisement on Tuesday. The actor-politician questioned the choice of clothing in the Rakshabandhan campaign and said the advertisement appeared “intentionally creepy”.

Sanon was seen in the advertisement wearing an off-white Indo-Western fusion outfit comprising a bralette-style blouse, a matching cape and a draped skirt.

Without mentioning Kriti’s name, Kangana wrote, “It is a wonderful time to be a woman, our closets are full of variety of clothes, today’s woman is a global woman, from cocktail dresses to lehenga cholis, jeans to saris, bikinis to salwar kameez. From all the options that are available to us today why would you tie your brother a Rakhi in your bikini/under garments? Where are all your styling options? Ha ha the advert looks intentionally creepy.”

The advertisement subsequently triggered a debate on social media, with some users joining the criticism over Sanon’s outfit and others defending her.

Rahul Gandhi also weighed in on Tuesday, backing Sanon and criticising those targeting her over what she wore. Sharing the actor’s response to the controversy on his Instagram Story, the Leader of the Opposition said a woman's personal choices should not be subject to public policing.

"What a woman wears, what she does and where she goes - is her choice," the Congress MP wrote in an Instagram Story sharing Sanon's own response to the trolling.

"Stop trolling women for exercising their freedom," Gandhi further wrote, appending the hashtag #SmashThePatriarchy that he deployed recently at his all-woman 'Chhatron ki Goonj' rally at Pune.

Sanon's sister, Nupur Sanon, also reacted sharply to Ranaut's remarks.

"Imagine being this bothered by what another woman chooses to wear. Respectfully, evolve," she wrote.