GIVA Pulls Kriti Sanon Raksha Bandhan Ad After Backlash Over Outfit and Pet Rakhi Scene
Jewellery brand GIVA has withdrawn its Raksha Bandhan campaign featuring Kriti Sanon following strong criticism on social media over the advertisement’s styling and its portrayal of the festival. The campaign, which was intended to highlight love and family bonds, quickly became the centre of an online debate about traditional values, personal choice and changing festive fashion.
The advertisement featured Kriti celebrating Raksha Bandhan by tying a Rakhi to her brother and also to her pet dog. While GIVA appeared to position the campaign around the idea that family can include pets, sections of social media users questioned both the actress’s outfit and the decision to include a pet in the Raksha Bandhan ritual.
GIVA Raksha Bandhan Ad Featuring Kriti Sanon Sparks Controversy
In the GIVA Raksha Bandhan advertisement, Kriti Sanon was dressed in a contemporary Indo-Western ensemble featuring a bralette-style blouse, cape and draped skirt. The modern styling became one of the main talking points after the commercial was shared online.
Several users argued that the outfit did not fit what they considered appropriate attire for a traditional festival such as Raksha Bandhan. Others focused on the scene involving Kriti’s pet dog, questioning the portrayal of tying a Rakhi to an animal during the festival.
The debate soon moved beyond the jewellery advertisement itself, with people expressing different views about whether traditional celebrations should follow conventional clothing and rituals or whether they can evolve with changing lifestyles.
Kangana Ranaut Criticises the Campaign
The controversy also attracted the attention of actor and BJP MP Kangana Ranaut, who criticised the campaign on social media.
Ranaut questioned the decision to show a Raksha Bandhan celebration with what she described as modern, undergarment-style clothing. She also objected to the overall presentation of the advertisement, calling it “intentionally creepy.”
Her comments added another layer to an already heated online discussion surrounding the GIVA campaign.
Rahul Gandhi Defends Kriti Sanon’s Choice
Congress leader Rahul Gandhi, meanwhile, took a different position and defended Kriti Sanon in the debate.
Gandhi highlighted the principle of personal liberty, stating that “what a woman wears is her choice.” His comments brought the wider discussion around the advertisement into focus, particularly the question of whether an actress’s clothing should be judged in relation to cultural traditions.
The contrasting reactions from political figures further increased attention around the campaign, turning what began as a festive jewellery advertisement into a broader conversation about culture, fashion and individual freedom.
Kriti Sanon Responds to the Backlash
Kriti Sanon also addressed the criticism through an Instagram response, defending both her outfit and the message behind the campaign.
Responding to arguments that her clothing was inconsistent with Indian culture, the actress wrote, “Culture & Traditions are in her heart, not in her neckline!” She further argued that ethnic fashion has changed over time and suggested that a person’s respect for culture should not be determined by their clothing.
Kriti also explained the inclusion of pets in the advertisement. According to her response, Raksha Bandhan represents a bond of protection in her family, and that feeling extends to pets who are considered part of the family.
Her explanation offered a different interpretation of the advertisement, focusing on the emotional meaning of family rather than restricting the festival to a conventional presentation.
GIVA Issues Apology and Withdraws the Advertisement
As the online criticism continued, GIVA issued a public apology and removed the Raksha Bandhan campaign from its media platforms.
In its statement, the jewellery brand said that it holds Indian culture and traditions in high regard. GIVA explained that the campaign was created to celebrate family love and was intended to include pets as members of the family.
However, acknowledging the public reaction, the brand decided to withdraw the advertisement out of respect for public sentiment.
The decision effectively brought the campaign to an end after it became the subject of an increasingly polarised discussion online.
Debate Over Tradition, Fashion and Changing Celebrations
The GIVA controversy has highlighted a familiar debate surrounding modern advertising in India: how far brands can reinterpret traditional festivals while still connecting with audiences who attach deep cultural significance to them.
For some viewers, the campaign represented a contemporary understanding of family and festive celebrations. For others, the styling and portrayal of the Rakhi ritual crossed a line in how they believe a traditional festival should be presented.
Kriti Sanon’s response, meanwhile, placed the emphasis on personal choice and the idea that cultural identity cannot simply be judged through clothing. GIVA’s subsequent withdrawal shows the difficult balance brands face when attempting to combine traditional festivals with modern advertising concepts.
For now, the GIVA Raksha Bandhan campaign featuring Kriti Sanon has been pulled following the backlash, leaving the advertisement at the centre of a wider conversation about fashion, culture, family and personal freedom.
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