Archive · 27 Aug 2026
GIVA Withdraws Kriti Sanon Raksha Bandhan Ad After Backlash
GIVA made an advertisement for the Hindu festival Raksha Bandhan featuring Kriti Sanon.
In it, Sanon tied a rakhi to her on-screen brother and also included pets in the family celebration.
She wore a modern ivory outfit with a bralette-style top, cape and skirt.
Some people online said the clothing was not suitable for a traditional festival.
Kangana Ranaut also criticized the advertisement’s overall presentation.
She said it did not show things such as religious images, a teeka or other customary rituals.
Sanon replied that festivals are about feelings and traditions, not a woman’s neckline.
GIVA later removed the advertisement and said it had not meant to offend anyone.
GIVA withdrew a Raksha Bandhan advertisement featuring Kriti Sanon after backlash over her outfit and the campaign’s presentation.
Sanon wore an ivory bralette-style blouse with a cape and long or draped skirt in the jewellery advertisement.
Some social media users called the outfit inappropriate for a traditional religious festival.
Kangana Ranaut said the wider advertisement lacked elements such as parents, religious images, teeka, dhoop, deep and customary food.
Sanon defended the campaign’s message, while GIVA said it respected Indian culture and removed the advertisement after some people’s sentiments were hurt.
- Who
- GIVA, actor Kriti Sanon, actor and Bharatiya Janata Party MP Kangana Ranaut, Congress leader Rahul Gandhi and social media users.
- What
- GIVA withdrew a Raksha Bandhan advertisement featuring Sanon after criticism of her outfit and the campaign’s depiction of the festival.
- When
- Sanon responded on August 25 or Tuesday, according to the reports; GIVA withdrew the advertisement the following Wednesday. Kangana’s initial criticism was reported as occurring on August 24, and her older advertisement dated from 2017.
- Where
- The advertisement and reactions appeared on social media, including Instagram and X; Kangana later discussed the issue with Doordarshan.
- Why
- Critics said the outfit and presentation were inappropriate or insensitive for a traditional religious festival, while GIVA said it removed the advertisement out of respect after some people’s sentiments were hurt.
Critics of the Advertisement
Defenders of Sanon’s Message
Outfit and Festival Suitability
Critics of the Advertisement
Critics said Sanon’s bralette-style outfit was inappropriate for a traditional Hindu festival. Kangana Ranaut said women had many clothing choices and should observe boundaries for a sibling festival.
Defenders of Sanon’s Message
Sanon said ethnic fashion has evolved and that women should not be told what to wear or have their cultural respect judged by their clothing or neckline.
Traditional Presentation
Critics of the Advertisement
Ranaut said the advertisement did not follow what she described as Raksha Bandhan’s rules and lacked elements including religious images, teeka, dhoop, deep and customary food.
Defenders of Sanon’s Message
Sanon said the essence of Raksha Bandhan lies in emotions, protection and the meaning of the tradition. She said the bond and prayers could also extend to sisters and pets.
Kangana Ranaut’s Earlier Advertisement
Critics of the Advertisement
Some netizens said Ranaut’s criticism was inconsistent after they found her 2017 Raksha Bandhan advertisement featuring a strapless dress. They described the differing reactions as a cultural double standard.
Defenders of Sanon’s Message
The reports note that Ranaut had not responded to the criticism of her older advertisement. Her stated objection to Sanon’s campaign was focused not only on the outfit but also on its overall festival presentation.
Advertisement Withdrawal
Critics of the Advertisement
The backlash and complaints that the campaign hurt people’s sentiments preceded GIVA’s decision to remove it from all media.
Defenders of Sanon’s Message
GIVA said the campaign was intended to celebrate Raksha Bandhan with the entire family, including pets, and that it had not intended to offend anyone. Rahul Gandhi supported Sanon’s statement about women’s freedom.
- Brand
- GIVA, an Indian jewellery brand
- Campaign
- A Raksha Bandhan advertisement featuring Sanon tying a rakhi to her on-screen brother and extending the celebration to pets
- Outfit
- An ivory or off-white bralette-style blouse with a cape and long or draped skirt
- Initial criticism
- Some social media users described the outfit as inappropriate for a religious occasion
- Kangana Ranaut’s criticism
- She said the advertisement’s broader presentation lacked parents, halwa-poori, pictures of gods, teeka, akshat, dhoop and deep
- Sanon’s response
- She said festivals are defined by emotions and meaning, and that women’s respect for culture should not be judged by their clothes
- Brand response
- GIVA said it had the highest regard and deep respect for Indian culture, traditions and festivals, and withdrew the advertisement from all media
- Related online criticism
- Netizens circulated Kangana Ranaut’s 2017 Raksha Bandhan advertisement, in which she wore a strapless dress, and questioned the differing reactions
Sources
Kangana Ranaut says Kriti Sanon’s outfit wasn’t the problem: ‘Ad didn’t follow Rakhi’s rules’
Jewellery Brand pulls down Kriti Sanon’s Raksha Bandhan Ad after outfit row
Kriti Sanon’s Raksha Bandhan ad withdrawn by brand amid row over outfit