Archive · 26 Aug 2026
GIVA Withdraws Kriti Sanon’s Raksha Bandhan Ad After Backlash
GIVA made a jewellery advertisement for Raksha Bandhan featuring Kriti Sanon.
She wore a modern outfit with a blouse, cape and draped skirt.
Some people online thought the clothing was not suitable for the traditional festival.
Others objected to a scene showing her tying a rakhi to a pet dog.
Kangana Ranaut strongly criticised the advertisement and called the outfit a bikini.
Kriti said festivals are about love, meaning and traditions, not just clothing.
She also said women should be able to choose what they wear.
GIVA later removed the advertisement and said it never meant to upset anyone.
Jewellery brand GIVA withdrew its Raksha Bandhan advertisement featuring actor Kriti Sanon from all media platforms.
The campaign drew criticism over Sanon’s bralette-style blouse, cape and draped skirt, which some viewers considered unsuitable for the traditional festival.
Some social-media users also objected to a scene showing Sanon tying a rakhi to a pet dog.
Kangana Ranaut called the advertisement “intentionally creepy” and criticised Sanon for appearing to tie rakhi in a “bikini.”
Sanon defended the campaign’s message and women’s clothing choices, while GIVA said it respected Indian culture and withdrew the advertisement after it may have hurt some people’s sentiments.
- Who
- Jewellery brand GIVA, actor Kriti Sanon, social-media critics and actor-politician Kangana Ranaut were central to the controversy; Rahul Gandhi and Nupur Sanon supported Sanon’s position.
- What
- GIVA withdrew a Raksha Bandhan advertisement after criticism of Sanon’s attire and a scene showing her tying a rakhi to a pet dog.
- When
- GIVA announced the withdrawal on Wednesday, August 26, after Sanon defended the campaign on Tuesday and Ranaut criticised it on the preceding Monday, according to the reports.
- Where
- GIVA removed the advertisement from its social-media pages and other media platforms.
- Why
- The brand said the advertisement may have inadvertently hurt the sentiments of some sections of society, while critics objected to the clothing and the campaign’s presentation of the festival.
Critics of the advertisement
Sanon and her supporters
Festive attire
Critics of the advertisement
Some social-media users said Sanon’s bralette-style blouse, cape and draped skirt were inappropriate for a campaign about a traditional Indian festival. Kangana Ranaut described the outfit as a bikini or undergarments and called the advertisement “intentionally creepy.”
Sanon and her supporters
Sanon said ethnic fashion has evolved and argued that culture and traditions are held in the heart rather than measured by a woman’s neckline or clothing. Rahul Gandhi said a woman should choose what she wears, does and where she goes.
Rakhi for pets
Critics of the advertisement
Some users objected to the advertisement showing Sanon tying a rakhi to a pet dog and accused GIVA of making light of a Hindu festival.
Sanon and her supporters
Sanon said Raksha Bandhan represents a bond of protection and that she and her sister extend their prayers and promises to their dogs because they consider them family. GIVA said it intended to include pets in the family celebration.
Campaign withdrawal
Critics of the advertisement
Critics’ backlash led to demands that the campaign be reconsidered because they felt it did not appropriately represent the festival.
Sanon and her supporters
GIVA said causing offense was not its intention, expressed respect for Indian culture and withdrew the advertisement out of respect.
- Brand
- GIVA
- Campaign
- A Raksha Bandhan jewellery advertisement featuring Kriti Sanon
- Outfit
- An off-white or ivory bralette-style blouse with a cape and draped skirt
- Additional controversy
- The advertisement showed Sanon tying a rakhi to a pet dog
- GIVA’s response
- The brand said it respected Indian culture, traditions and festivals and withdrew the advertisement from all media
- Kriti Sanon’s response
- Sanon said the essence of festivals lies in emotions and traditions, and questioned judging women’s cultural respect by their clothing
- Political reactions
- Kangana Ranaut criticised the advertisement, while Rahul Gandhi supported women’s freedom to choose what they wear
Sources
Kriti Sanon's Raksha Bandhan Ad Withdrawn After Backlash
Why GIVA Pulled Down Kriti Sanon's Rakhi Ad: Full Text Of Statement
'We Have Deep Respect For Indian Culture': Kriti Sanon's Raksha Bandhan Ad REMOVED By Brand A Day After Actress Defended Her Outfit
Kriti Sanon’s Raksha Bandhan ad pulled down by brand amid clothing controversy
Kriti Sanon’s Raksha Bandhan ad taken down amid controversy over her attire - Telegraph India
GIVA Withdraws Rakshabandhan Ad Featuring Kriti Sanon
Kriti Sanon's Raksha Bandhan ad removed after backlash over cultural sentiments; jewellery brand issues statement
