Archive · 27 Aug 2026
GIVA Withdraws Rakshabandhan Ad After Backlash Over Kriti Sanon's Outfit
GIVA made an advertisement for Rakshabandhan featuring actor Kriti Sanon.
She wore an Indo-Western outfit with a bralette-style blouse and cape.
Some people disliked the clothing and the idea of tying a rakhi to a dog.
Kangana Ranaut criticised the advertisement.
Kriti Sanon said that ethnic clothing changes over time and women should not be told what to wear.
Some political commentators, including Rahul Gandhi, supported her.
GIVA removed the advertisement and apologised.
Advertising experts are debating whether brands should listen to backlash or defend creative work that is not illegal or misleading.
GIVA withdrew its Rakshabandhan advertisement after criticism of Kriti Sanon's outfit and the campaign concept.
Kangana Ranaut called the clothing choice "intentionally creepy," while Sanon defended evolving ethnic fashion.
The advertisement also drew criticism because Sanon tied a rakhi to a pet dog.
GIVA apologised, saying it had not intended to hurt anyone's sentiments.
Advertising experts disagreed over whether brands should withdraw controversial campaigns or stand by their creative decisions.
- Who
- Jewellery brand GIVA, actor Kriti Sanon, actor and Bharatiya Janata Party MP Kangana Ranaut, and advertising experts were involved in the debate.
- What
- GIVA withdrew a Rakshabandhan advertisement after backlash over Sanon's outfit and the campaign concept.
- When
- The advertisement was released on Tuesday, and GIVA withdrew it on Wednesday.
- Where
- The campaign appeared across media, with the controversy unfolding through public and social-media reactions.
- Why
- GIVA said it withdrew the advertisement out of respect after some sections said it hurt their sentiments.
Defend Creative Campaigns
Withdraw After Backlash
How brands should respond
Defend Creative Campaigns
Advertising experts including Prahlad Kakkar and Santosh Desai argued that one critic does not represent the entire country and that brands should assess their target audience before deciding whether to act.
Withdraw After Backlash
GIVA withdrew the advertisement after criticism, saying it respected affected sentiments and never intended to hurt anyone.
Taking creative risks
Defend Creative Campaigns
Samit Sinha said festival campaigns may use novelty and boundary-pushing ideas to stand out, and that brands cannot please every generation with the same content.
Withdraw After Backlash
Critics objected to the outfit and the campaign concept, leading to calls for the advertisement to be removed.
Role of controversy in advertising
Defend Creative Campaigns
Experts said that if an advertisement is not misleading or factually incorrect, repeatedly apologising and withdrawing it could create credibility problems for brands.
Withdraw After Backlash
Other industry views emphasised decency, legality, brand ethics, and the need to respond to consumer reactions shaped by social media.
- Brand
- GIVA
- Campaign
- Rakshabandhan advertisement featuring Kriti Sanon
- Outfit
- An Indo-Western outfit with a bralette-style blouse and matching cape
- Additional criticism
- The ad showed Sanon tying a rakhi to a pet dog
- Response
- GIVA withdrew the advertisement from all media and apologised
- Public debate
- Kangana Ranaut criticised the ad, while Kriti Sanon defended evolving ethnic fashion
- Industry disagreement
- Experts differed on whether brands should withdraw campaigns or stand by them