Madhu Chopra On Kriti Sanons Ad Backlash My Body My Choice Is Fine But There Are Boundaries

Madhu Chopra has weighed in on the recent social media controversy surrounding Kriti Sanon’s jewellery advertisement, which was pulled down following backlash online. Speaking to the media on the sidelines of the Women Building Indian Cinema event, Madhu addressed the debate around women’s choices in advertising and questioned where the responsibility lies when an advertisement sparks public criticism.

Kriti Sanon’s latest jewellery brand advertisement became a talking point on social media after viewers criticised the actor’s attire and presentation in the campaign. The advertisement was subsequently taken down, adding another layer to the conversation around celebrity endorsements, creative choices and the responsibility of brands and performers.

When asked whether advertisers should bear the responsibility for such campaigns or whether actors also need to consider the choices they make, Madhu Chopra offered a candid response. She acknowledged the idea of “my body, my choice” but argued that personal freedom should also be balanced with dignity and sensitivity towards the cultural values of others.

“There is a lot of criticism regarding advertisements featuring women these days; you might have seen the recent backlash against Kriti Sanon concerning her attire in an ad. Do you think the responsibility lies solely with the advertisers, or do the actors and actresses also bear responsibility for their choices? Look, exercising "my body, my choice" is fine, provided one stays within certain boundaries—maintaining one's dignity and respecting the values ​​of others. You might do such things in places where it is considered normal, but—sorry to say—it isn't viewed that way here. Our children do wear such clothes—for work or for pleasure—but I believe it needs to be aesthetically acceptable. If it is aesthetically pleasing, everything looks good; the criticism arose because it lacked that aesthetic appeal.”

Madhu’s comments come amid an increasingly heated conversation around how women are portrayed in advertising. Celebrity campaigns often attract enormous attention because actors bring their own public image and fan base to the brands they endorse. As a result, an advertisement can quickly become a larger conversation about fashion, representation, culture and personal choice.

The controversy surrounding Kriti’s advertisement also highlights the complicated relationship between creative freedom and audience response. While celebrities and brands have the right to make creative decisions, advertising campaigns are ultimately released for public consumption, meaning audiences are equally likely to express approval or disapproval.

Madhu’s argument centres on the idea that freedom of choice and social sensitivity do not necessarily have to be opposites. In her view, personal choices can coexist with an awareness of the environment in which they are being presented. She also pointed out that clothing itself is not necessarily the issue, suggesting that presentation and aesthetics can significantly influence how an image is received.

Her remarks came at the Women Building Indian Cinema gathering, an event focused on collaboration and the growing role of women across the Indian film industry. The discussion brought together prominent women from different areas of cinema and examined how women can create opportunities, support each other and shape the future of Indian filmmaking.

The timing of Madhu’s comments makes the debate particularly interesting, as the event itself celebrated women taking greater control of their professional and creative choices. At the same time, her response raises the broader question of how female celebrities navigate personal expression while working within the expectations of brands, audiences and society.

Kriti Sanon’s advertisement controversy has therefore become part of a much larger conversation. Beyond one campaign or one outfit, it raises questions about who makes the final creative decision, how much responsibility celebrities should carry for endorsements and whether cultural expectations should influence advertising choices.

Madhu Chopra’s comments are likely to add another perspective to an already divided online discussion. While some may agree with her emphasis on dignity and aesthetics, others may argue that women should have complete freedom over how they dress and present themselves. Either way, the controversy shows that celebrity advertising continues to be a space where fashion, personal choice and public opinion collide.

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