Sonu Tyagi, Founder of Go Spiritual & Approach Entertainment, on Kriti Sanon’s Raksha Bandhan Ad: “Sacred Bonds Deserve Dignity, Not Revealing Outfits for Views”
Mumbai, August 25, 2026: Sonu Tyagi, an award-winning writer, director and producer and Founder of Go Spiritual and Approach Entertainment, has strongly criticised the recent Raksha Bandhan jewellery advertisement featuring actress Kriti Sanon for prioritising a revealing outfit and sensational visuals over the sacred spiritual essence of the festival.
The advertisement, created for brand GIVA, shows the actress in an off-white bralette-style blouse paired with a cape and draped skirt while celebrating Raksha Bandhan. It has drawn widespread backlash for the choice of attire, with many viewers questioning whether such styling is appropriate for a festival that celebrates the pure and protective bond between brother and sister.
Sonu Tyagi stated that Raksha Bandhan is not merely a commercial occasion but a deeply spiritual tradition rooted in the pure and protective bond between brother and sister. “The festival represents a sacred relationship free from physical attraction or display. When an advertisement reduces this pure bond to fashion, skin show and attempts to make content go viral, it dilutes the very spirit of the festival,” he said.
Tyagi questioned the logic of using revealing clothing in the name of modernity or empowerment. “I do not understand why a woman has to be in a revealing dress to celebrate Raksha Bandhan. How does a woman become empowered through less clothing? If the male actor in the same advertisement had appeared in underwear, would that have been accepted as progressive or modern? The answer is obvious. Brands must be culture-sensitive. Just for TRP, views or making an advertisement go viral, Hindu traditions and women’s dignity should not be exploited.”
He further emphasised an important distinction. “This is not a film where creative liberty sometimes requires certain kinds of costumes for storytelling. This is an advertisement specifically made for Raksha Bandhan. Brands and creators must understand the context and culture while making advertising for Hindu festivals. The sacred nature of the occasion demands sensitivity, not sensationalism.”
Tyagi pointed out that when the focus shifts to a revealing outfit, the audience stops seeing the festival and starts seeing only the clothing. “Instead of highlighting the spiritual depth of Raksha Bandhan — the promise of protection, the emotional bond and the cultural rituals — the advertisement appears designed primarily to attract attention through the actress’s attire. This is a clear sign that commercial interests are being placed above cultural respect.”
From a spiritual perspective, Tyagi emphasised that Indian traditions have always valued modesty, especially in the context of family relationships. “The brother-sister bond is one of the purest relationships in our culture. It should be portrayed with sensitivity, grace and respect. Using a sacred festival as a platform for revealing fashion is not progressive. It is insensitive.”
Sonu Tyagi is an acclaimed award-winning writer, director and producer with more than two decades of experience in the Indian media and entertainment landscape. He holds a degree in Psychology and has pursued advanced studies in Advertising Management, Journalism and Filmmaking. Beginning his career with leading advertising agencies and media houses, he founded his own ventures at the age of 24. He has contributed to over 40 Bollywood films across production, marketing, writing and creative consultation.
He co-produced and created the spiritual web series Two Great Masters starring Rakesh Bedi, which explores the teachings of Swami Vivekananda and Paramahansa Yogananda. He serves as Creative Producer on the satirical Hindi comedy Camp Decent, starring Rajpal Yadav, Brajendra Kala, Hemant Pandey and Sara Khan, and is also co-producing the global film Liberation. His work has earned recognitions including the Yuva Ratn Award, the Bizz India 2010 Award, the Service Excellence Award, the PR Agency of the Year Award, and recognition among the Top Most Leaders in Mental Health.
Approach Entertainment Group, founded and led by Sonu Tyagi, is a multi-vertical entertainment and communications powerhouse. The group specialises in film production, celebrity management, advertising and corporate films, film marketing, events and entertainment marketing. It also houses Approach Communications, a PR, digital and integrated communications agency, and Approach Bollywood, a dedicated Bollywood and entertainment newswire and app. With operations across key cities in India, the group is known for blending commercial excellence with meaningful content and social impact.
Go Spiritual, founded by Sonu Tyagi, is a spiritual and wellness organisation dedicated to spiritual awareness, philanthropy, mental health and wellness, Ayurveda, media, spiritual tourism, organic living and social causes. It operates as an initiative of Approach Entertainment Group and runs platforms including Go Spiritual News Magazine and App, with plans for Web TV and OTT content focused on uplifting and conscious living. Through campaigns such as Go Veg and Bhookh Mitao, Go Spiritual continues to promote compassion, cultural sensitivity, inner balance and social responsibility.
For More Information, contact Go Spiritual / Approach Entertainment Group at 9820965004 / 9716962242
Email: info@approachentertainment.
Visit www.approachentertainment.com and www.sonutyagi.com
