In a stark reminder of the relentless scrutiny faced by women in the public eye, Bollywood superstar Deepika Padukone has once again become the epicenter of a polarized online debate. This time, it’s not her on-screen glamour but a simple act of cultural respect—a hijab worn during a promotional video for Abu Dhabi tourism—that has ignited fury among trolls.
Just days after the ad’s release, social media erupted with accusations of hypocrisy, drawing uncomfortable parallels to the backlash she endured three years ago for a bold bikini scene in Pathaan. As fans rally in her defense, the controversy underscores a deeper malaise: the suffocating grip of performative morality on women’s autonomy.
The Spark: A Mosque Visit and Modest Attire
The uproar began earlier this week when Experience Abu Dhabi unveiled a promotional campaign featuring Padukone exploring the emirate’s wonders. In one segment, the actress visits the iconic Sheikh Zayed Grand Mosque, donning a flowing abaya and covering her head with a hijab as per the site’s strict dress code for visitors.
The mosque, a UNESCO-recognized architectural marvel, mandates modest attire for all non-worshippers to honor Islamic traditions—long sleeves, ankle-length garments, and head coverings for women. Padukone’s elegant ensemble, captured in serene shots amid the mosque’s white marble domes, was meant to highlight Abu Dhabi’s blend of modernity and heritage.
But for a vocal section of netizens, particularly on X (formerly Twitter), the imagery was an affront. “What happened to ‘My Choice’?” one user quipped, referencing Padukone’s 2015 Vogue empowerment video that championed women’s bodily autonomy.
Others labeled it a betrayal of “Indian values,” accusing her of pandering to foreign cultures while ignoring domestic ones. The trolling escalated quickly, with memes juxtaposing her hijab-clad figure against clips from Pathaan (2023), where she sizzled in an orange bikini during the film’s controversial opening sequence—a scene that sparked nationwide boycotts and debates on “saffron terror” symbolism.
The ad, part of a global tourism push ahead of the NBA Abu Dhabi Games 2025, was filmed in late September and released on October 7. Within hours, hashtags like #DeepikaHijabRow trended, amassing over 500,000 mentions. Critics, often aligned with right-wing narratives, decried it as “cultural overreach,” with one X post snarling, “From bikini to burqa, the real issue is how quickly she switches sides.”
Echoes of Pathaan: A Bikini Backlash Revisited
This isn’t Padukone’s first brush with wardrobe warfare. In January 2023, her steamy bikini number in Pathaan—directed by Siddharth Anand and starring Shah Rukh Khan—drew the ire of moral guardians who deemed it an assault on Hindu sentiments due to the “saffron” hue.
The song “Besharam Rang” faced calls for bans from the Uttar Pradesh and Madhya Pradesh governments, with BJP MP Nishikant Dubey filing a police complaint. Protests erupted outside theaters, and the film was briefly pulled from some screens in Haryana.
Padukone, then 37, stood her ground, later reflecting in interviews that the outrage stemmed from “misplaced nationalism.” Pathaan ultimately grossed over ₹1,050 crore worldwide, proving audiences’ appetite for unapologetic storytelling over sanctimonious sideshows. Yet, the episode left scars, highlighting how women’s bodies become battlegrounds for ideological wars.
Fast-forward to 2025, and the hijab row feels like déjà vu in reverse. “People had problems when Deepika wore a bikini in Pathaan. Now, they have a problem with her wearing a hijab,” tweeted user @w0nderw0manhere, encapsulating the no-win scenario for women navigating global stages. Another post quipped, “Basically, people will always have problems with a woman who has her own voice.”
Fan Firepower and Feminist Backlash
Padukone’s supporters wasted no time pushing back. On Instagram and X, fans flooded comments with defenses rooted in respect and reciprocity. “She covers her head at temples too—it’s called basic decency,” one user noted, sharing photos of Padukone in a dupatta during visits to Hindu shrines.
Bollywood Hungama’s op-ed nailed the hypocrisy: “When she wore a bikini, people screamed about ‘Indian values.’ Now, a hijab? Same outrage machine, different gear.”
Feminist voices amplified the chorus. Actor and activist Tehseen Poonawalla declared on X, “What Deepika chooses to wear is her right… Men have no right to govern women’s clothes, bodies, or any choices!” A Reddit thread in r/BollyBlindsNGossip lamented, “From bikini backlash to abaya outrage—Deepika has heard it all. Pick a lens, people.”
Even international outlets like Deccan Herald framed it as a “deep divide over choice vs. culture,” noting how the ad’s intent—to promote inclusive tourism—got lost in the noise.
Adding a twist of irony, just two days after the trolling peaked, the Ministry of Health and Family Welfare appointed Padukone as India’s first Mental Health Ambassador on World Mental Health Day. Her Live Love Laugh Foundation, launched in 2018 amid her own battles with depression, will spearhead national awareness campaigns.
X users erupted in schadenfreude: “Nobody trolls bhakts better than their own father,” one posted, tagging the Modi government. Another celebrated, “From hijab hate to health hero—Deepika wins again.”
Padukone’s Silence Speaks Volumes
As of October 10, Padukone has not issued a direct response to the hijab backlash, focusing instead on her ambassador role. In a CNBC-TV18 interview aired today, she spoke candidly about mental health stigma, saying, “My dream for mental health in India is what gully cricket is—accessible, affordable, everywhere.”
Subtly addressing the noise, she added, “Ten years ago, I started a conversation… despite the doubt and whispers of publicity stunts.” Fans interpret her poise as the ultimate clapback.
Beyond the Buzz: A Call for Cultural Empathy
This saga isn’t isolated—it’s symptomatic of a fractured digital discourse where women’s choices are policed under the guise of patriotism. As Hindustan Times reported, “Deepika’s fans took to social media, urging trolls to ‘need not show insecurity.'” Comparisons to peers like Kangana Ranaut, who promoted Indian sarees abroad, only fueled the fire, with one post contrasting, “Kangana in saree, Deepika in hijab—who’s the real patriot?”
In an era of global interconnectedness, Padukone’s ad embodies the respect travelers owe host cultures—much like removing shoes in a gurdwara or veiling in a Vatican basilica. As one X user put it, “The hijab Deepika wore showcases respect for culture. Trolling her for that is definitely NOT Indian culture!”
Ultimately, whether in a bikini on a beach or a hijab in a mosque, Deepika Padukone’s wardrobe is hers alone. The real controversy? A society still uncomfortable with women who refuse to dim their light. As 2025 marches on, perhaps it’s time we log off and let her live.
Myself Aditya and I am from Mumbai, India. As an intern, I joined the local news agency in Mumbai named “The Mumbai News”. Now I am working with various News Agencies and I provide them reports from Mumbai and other parts of India.
