GIVA withdraws Kriti Sanon Raksha Bandhan advertisement

Jewellery brand GIVA has withdrawn a Raksha Bandhan advertisement featuring Bollywood actress Kriti Sanon following intense social media backlash. The campaign, which aimed to present a contemporary view of the festival by including pets as part of the family, drew criticism over Sanon’s attire—an ivory Indo-Western ensemble consisting of a bralette-style blouse, cape, and draped skirt—and the scene where she ties a rakhi to her pet dog.

BJP MP Kangana Ranaut fueled the controversy by describing the advertisement as ‘intentionally creepy’ and questioning why Sanon would wear clothing resembling a bikini or undergarments for a traditional religious occasion. In response, Sanon defended her choice on social media, stating that the essence of festivals lies in emotions and traditions rather than clothing, and noted that ‘culture and traditions are in a woman’s heart, not her neckline.’

Congress leader Rahul Gandhi also supported Sanon, arguing that a woman’s choice of clothing is a matter of personal freedom and criticizing the trolling of women. GIVA issued a statement expressing deep respect for Indian culture and traditions, noting that while they intended to celebrate family bonds, they had inadvertently hurt the sentiments of some segments of society. Consequently, the brand has removed the commercial from all media platforms.