1 week ago
GIVA Withdraws Kriti Sanon Raksha Bandhan Ad After Backlash
GIVA made a jewellery advertisement for Raksha Bandhan starring Kriti Sanon.
The ad showed Sanon celebrating the festival with her brother and a pet dog.
Some people disliked her ivory outfit and thought it was not suitable for a traditional festival.
Others said the dog and the lack of visible rituals changed the usual meaning of Raksha Bandhan.
Sanon said festivals are about love and meaning, not only clothing.
She also said that she and her sister include their dogs in their prayers because they are family.
Rahul Gandhi supported her, while Kangana Ranaut criticised the advertisement.
GIVA later removed the ad and said it had not meant to hurt anyone’s feelings.
GIVA withdrew its Raksha Bandhan advertisement featuring Kriti Sanon after criticism on social media.
Critics objected to Sanon’s ivory bralette-style blouse, cape and draped skirt, calling the styling unsuitable for the festival.
Some viewers also criticised the inclusion of a pet dog and the limited prominence of traditional rituals such as tilak and a puja thali.
Sanon said festivals should be judged by their emotions and traditions rather than a woman’s clothing, adding that pets are family.
Kangana Ranaut criticised the campaign, Rahul Gandhi supported Sanon, and GIVA said it removed the ad after unintentionally hurting some viewers’ sentiments.
- Who
- Jewellery brand GIVA, actor Kriti Sanon, actor and BJP MP Kangana Ranaut, and Congress leader Rahul Gandhi were central to the controversy.
- What
- GIVA withdrew a Raksha Bandhan advertisement featuring Sanon after criticism of her outfit and the campaign’s portrayal of the festival.
- Where
- The advertisement and debate circulated through social media, including Instagram; GIVA said it removed the campaign from all media platforms.
- When
- The advertisement went live on July 20, 2026, and GIVA announced its withdrawal on August 26, 2026, according to the reports.
- Why
- Some viewers considered the styling and festival portrayal culturally inappropriate, while GIVA said it withdrew the advertisement out of respect after it may have hurt some people’s sentiments.
Supporters of the Advertisement
Critics of the Advertisement
Women’s clothing and cultural respect
Supporters of the Advertisement
Sanon and Rahul Gandhi argued that a woman’s clothing should not determine whether she respects Indian traditions, and that women should choose what they wear.
Critics of the Advertisement
Critics, including Kangana Ranaut, argued that the styling was inappropriate for a Raksha Bandhan advertisement and that clothing should suit the festival’s cultural context.
Pets in Raksha Bandhan
Supporters of the Advertisement
Sanon said Raksha Bandhan represents protection and that she and her sister extend their prayers and promises to their dogs because they consider them family. GIVA said the campaign intended to include pets in family celebrations.
Critics of the Advertisement
Some viewers said showing a dog receiving a rakhi weakened or altered the festival’s traditional sibling-focused meaning.
Traditional elements in advertising
Supporters of the Advertisement
Supporters viewed the campaign as a contemporary interpretation of family and festival celebration, with an emphasis on inclusion and affection.
Critics of the Advertisement
Critics said the advertisement lacked prominent traditional elements, including rituals such as a puja thali and tilak, and therefore did not adequately reflect the festival’s religious and cultural significance.
Meaning of the backlash
Supporters of the Advertisement
Supporters of Sanon and several social media users described the reaction as outfit-shaming, moral policing or an overreaction to a commercial.
Critics of the Advertisement
Other viewers and an ad-film director said advertisements involving cultural traditions should show ethics, sensitivity and respect for the festival’s context.
Key facts
- Brand
- GIVA, a jewellery brand founded in 2019
- Campaign
- A Raksha Bandhan advertisement featuring Kriti Sanon and extending the celebration to pets
- Release date
- July 20, 2026, according to the reports
- Main criticism
- Viewers objected to Sanon’s deep-neck or bralette-style ivory outfit and to the portrayal of a dog during the celebration
- Kriti Sanon’s response
- Sanon said cultural respect comes from emotions and traditions rather than a woman’s clothing, and said pets are family
- Political responses
- Kangana Ranaut criticised the campaign, while Rahul Gandhi supported Sanon’s response and freedom of choice
- Outcome
- GIVA withdrew the advertisement from all media and said causing offence was never intended
Quotes
Kangana Ranaut
Film actress and BJP member of Parliament who criticised Kriti Sanon’s advertisement.
“The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions.”
thehansindia.com
firstpost.com
businesstoday.in
“What a woman wears, what she does, and where she goes - is her choice. Stop trolling women for exercising their freedom”
thehansindia.com
firstpost.com
opindia.com
GIVA
Jewellery brand that produced the Raksha Bandhan advertisement
“Out of respect, we have withdrawn the said advertisement from all media. Wish you all the love & positivity this festive season!”
firstpost.com
livemint.com
businesstoday.in
“If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all.”
NDTV
Sources
A touch of crass: Kriti Sanon’s ad kicks up a row
10 viral tweets that sum up the Kriti Sanon raksha bandhan ad controversy
GIVA withdraws Kriti Sanon Raksha Bandhan ad after backlash over ‘culture’ and clothing
Kriti Sanon invoked 'women's choice' while the issue was sanctity of Raksha Bandhan
Why has GIVA taken down the Kriti Sanon ad? All about the controversy explained
Kriti Sanon's Rakhi Ad Row: Trolling, Kangana Ranaut's Attack To Brand's U-Turn
GIVA ad featuring Kriti Sanon withdrawn after backlash: ‘Hurting sentiments was never our intent’
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