Kriti Sanon’s Raksha Bandhan advertisement for jewellery brand GIVA has been withdrawn following a wave of criticism on social media. The campaign, which was designed around the festival of Raksha Bandhan, became the subject of an online debate over clothing, cultural representation and the way traditional festivals are presented in advertising.
The controversy intensified after some social media users questioned the outfit worn by Kriti Sanon in the advertisement. The actor appeared in a modern Indo Western outfit featuring a bralette style blouse, cape and draped skirt while participating in a Raksha Bandhan celebration.
The advertisement also featured the idea of extending the festival celebration to pets. While the campaign was intended to present a contemporary interpretation of Raksha Bandhan, it drew criticism from sections of social media users who felt that the presentation was not appropriate for a festival associated with traditional family values.
The debate gained further attention after actress and BJP MP Kangana Ranaut criticised the advertisement. Her comments focused particularly on Kriti Sanon’s choice of clothing while celebrating Raksha Bandhan.
The criticism prompted Kriti Sanon to respond publicly. The actor defended her choice and questioned the practice of judging women based on their clothing.
Kriti argued that the meaning of festivals is connected to emotions, relationships and traditions rather than simply the clothes worn during the celebration. She also explained that she and her sister have their own tradition of tying Rakhi to each other.
The actor additionally defended the inclusion of pets in the campaign, pointing out that many people consider their pets to be part of their families.
The controversy continued to gain attention online, with different sections of the public expressing contrasting opinions about the advertisement.
While some criticised the campaign on cultural grounds, others supported Kriti Sanon’s position on individual choice and freedom of expression. The discussion consequently moved beyond the advertisement itself and became part of a wider conversation about women's clothing, cultural expectations and modern representations of Indian festivals.
GIVA Withdraws Advertisement
Amid the continuing controversy, jewellery brand GIVA announced that it had withdrawn the Raksha Bandhan advertisement from all media platforms.
In its statement, the company said it has deep respect for Indian culture, traditions and festivals. The brand explained that its intention was to celebrate Raksha Bandhan with families while also extending the spirit of the occasion to pets.
GIVA said that if the advertisement had inadvertently hurt the sentiments of some sections of society, that was not its intention. The company subsequently decided to withdraw the campaign out of respect.
The withdrawal means that the advertisement is no longer being promoted through the brand’s media platforms.
The decision has added another dimension to the controversy, as the campaign had initially been designed as a festive jewellery advertisement featuring a major Bollywood actor.
Debate Over Fashion and Tradition
The controversy surrounding the advertisement has highlighted the continuing debate over how Indian festivals should be represented in modern advertising.
Raksha Bandhan is traditionally associated with the bond between siblings and is celebrated by families across India. Advertising campaigns often use contemporary fashion, celebrity endorsements and modern storytelling to connect traditional festivals with younger audiences.
However, such campaigns can also generate debate when audiences feel that the presentation does not match their understanding of a particular cultural occasion.
The GIVA advertisement became an example of this tension between contemporary advertising and traditional expectations.
Kriti Sanon’s response also brought the discussion towards the question of whether a woman's cultural values should be judged by her clothing.
The actor argued that personal fashion choices should not automatically be treated as a measure of cultural respect. Her response received support from people who felt that women should have the freedom to choose their clothing without being subjected to online criticism.
At the same time, critics maintained that advertising campaigns built around traditional festivals need to consider the cultural context in which they are being presented.
The contrasting reactions demonstrate how social media has become an important space for public discussion about celebrity advertising and cultural representation.
Political and Celebrity Reactions
The controversy also attracted comments from political figures and celebrities.
Kangana Ranaut was among the most prominent critics of the campaign. Her remarks contributed to the wider online discussion surrounding Kriti Sanon and the advertisement.
Congress leader Rahul Gandhi, meanwhile, expressed support for Kriti Sanon and emphasised the principle of a woman's right to make decisions about her clothing and personal choices.
Kriti's sister Nupur Sanon also came out in support of the actor during the controversy.
The involvement of celebrities and political personalities helped the issue gain wider attention beyond the advertising and entertainment sectors.
Why the Advertisement Became a Talking Point
Celebrity advertising campaigns are often designed to generate visibility and engagement, particularly around major festivals. Raksha Bandhan is an important occasion for brands because of its strong association with family relationships, gifting and jewellery.
The GIVA campaign attempted to combine the traditional festival with a modern visual presentation.
However, the clothing worn by Kriti Sanon became the main focus of online criticism rather than the jewellery or the intended message of the campaign.
The inclusion of a pet also became part of the online discussion because the advertisement presented the animal as part of the family celebration.
As the criticism grew, the campaign moved from being a commercial advertisement to a broader social media debate.
The episode also demonstrates the challenges brands can face when creating advertising campaigns around culturally significant festivals.
GIVA's Decision
GIVA's decision to withdraw the campaign was presented by the company as a step taken out of respect for public sentiments.
The brand did not indicate that the campaign was intended to offend anyone. Instead, it clarified that its objective was to celebrate Indian culture and the festive spirit while including pets in the family celebration.
The statement effectively brought the advertisement campaign to an end after the controversy spread online.
For GIVA, the incident highlights the importance of balancing modern advertising concepts with the cultural sensitivities associated with major Indian festivals.
For Kriti Sanon, the controversy has become another example of the intense scrutiny faced by celebrities over their fashion choices and public appearances.
Wider Discussion on Women's Clothing
The controversy has also revived a larger discussion about women's clothing and social expectations.
Kriti Sanon's response questioned why a woman's cultural identity should be assessed primarily through her appearance.
Supporters of her position argued that cultural values are not determined solely by clothing. Critics, meanwhile, maintained that context matters when clothing is presented in an advertisement specifically created around a traditional festival.
The debate reflects the broader challenge faced by the entertainment and advertising industries when modern fashion is combined with traditional cultural themes.
Social media has made such discussions much more immediate, with advertisements capable of receiving millions of views and reactions within a short period.
What Happens Next
With GIVA withdrawing the advertisement, the immediate controversy surrounding the campaign is likely to move away from the commercial itself and towards the broader discussion it generated.
The episode has brought attention to the responsibilities of brands when creating festival campaigns and the expectations audiences have regarding cultural representation.
It has also highlighted the influence of celebrity endorsements in shaping public conversations.
Kriti Sanon's response, the criticism from Kangana Ranaut, support from Rahul Gandhi and the subsequent statement from GIVA have turned what began as a festive jewellery advertisement into a wider discussion about fashion, tradition, women's choices and advertising standards.
For audiences, the controversy offers a reminder that advertising around culturally significant festivals can generate strong reactions when traditional expectations and contemporary creative approaches meet.
GIVA has now withdrawn the campaign from its media platforms, while the discussion surrounding the advertisement continues online.