Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring actress Kriti Sanon following criticism on social media over her outfit in the festive campaign. The advertisement, which showed Sanon celebrating Raksha Bandhan, sparked a debate over clothing, cultural traditions and how women are judged during festival campaigns.
The controversy began after Sanon appeared in the advertisement wearing a bralette-style blouse with a cape and draped skirt while celebrating the festival. A section of social media users questioned the choice of outfit for a campaign associated with Raksha Bandhan, while others defended the actress and argued that clothing should not determine a person's respect for culture.
GIVA subsequently issued a statement saying that the campaign was intended to celebrate the festival with families and their pets. The company said it respects Indian culture, traditions and festivals and that hurting anyone's sentiments was not its intention.
GIVA withdraws advertisement
In its statement, GIVA said it had the “highest regard and deep respect” for Indian culture, traditions and festivals. The company added that if the advertisement had inadvertently hurt the sentiments of some people, that was not its intention.
The jewellery brand said that, out of respect, it had decided to withdraw the advertisement from all media. It also extended wishes for love and positivity during the festive season.
The decision came amid an intense social media discussion surrounding the campaign and Sanon's appearance in it.
Kangana Ranaut criticises campaign
Actor and BJP MP Kangana Ranaut was among those who criticised the advertisement. She questioned the decision to show someone tying a Rakhi while wearing what she described as clothing resembling a bikini or undergarments.
Ranaut also described the campaign as “intentionally creepy”, adding another political and cultural dimension to the debate.
Her comments prompted Sanon to respond through Instagram Stories, where the actress defended both her outfit and the broader message of the campaign.
Kriti defends her clothing
Sanon questioned why women continue to be judged on the basis of what they wear. She argued that the meaning of festivals comes from the emotions and traditions associated with them rather than a person's clothing.
The actress said a woman's respect for her culture should not be determined by her outfit, stressing that culture and traditions are “in her heart, not in her neckline”.
Sanon also addressed criticism surrounding the advertisement's depiction of Raksha Bandhan. The campaign showed her tying a Rakhi to a dog, which also became a point of discussion online.
She explained that Raksha Bandhan represents a bond of protection and said that while she and her sister tie Rakhi to each other, their wishes for health, happiness and long life also extend to their dogs because they consider them part of their family.
Rahul Gandhi backs Sanon
Congress MP Rahul Gandhi also came out in support of Sanon during the controversy. Sharing her response on Instagram Stories, Gandhi said that a woman's clothing, actions and lifestyle are her own choices.
He criticised online trolling over women's clothing and used the hashtag #SmashThePatriarchy, arguing against what he described as online policing of women's choices.
His intervention brought the advertisement controversy into a wider political and social discussion over women's freedom and public scrutiny.
Nupur Sanon supports sister
Sanon's sister Nupur Sanon also defended her amid the backlash. She questioned the criticism and urged Ranaut to “respectfully evolve”.
Nupur also pointed out that she personally had no issue with the Rakhi being tied to the family's dog, supporting Kriti's explanation that pets are considered part of their family.
Ad sparks wider debate
The GIVA controversy has highlighted the difficult balance brands face when using traditional festivals in contemporary advertising. While festive campaigns often combine modern fashion with cultural themes, the response to the Raksha Bandhan advertisement showed how quickly questions surrounding clothing and cultural representation can become contentious online.
For GIVA, the decision to withdraw the advertisement brings the immediate controversy to a close, although the debate over women's clothing, cultural expectations and advertising choices is likely to continue.
Sanon, meanwhile, has defended her position and maintained that cultural values should not be judged simply through a woman's appearance.
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