Jewellery brand GIVA has pulled its Raksha Bandhan advertisement featuring Kriti Sanon after the campaign faced strong criticism online.
In the ad, Sanon appears in an ivory bralette-style blouse paired with a cape and draped skirt while celebrating the festival. She is also shown tying a rakhi to a pet dog. Many viewers objected to the outfit, calling it inappropriate for a traditional occasion. Some also questioned the inclusion of a pet in the ritual.
Actor and BJP MP Kangana Ranaut criticised the look on Instagram, asking why someone would “tie your brother a Rakhi in your bikini/undergarments” and describing the advertisement as “intentionally creepy.”
Kriti Sanon responded by defending her choice. She wrote that culture and traditions live in the heart, not in the neckline, and asked when society would stop telling women what to wear. She added that ethnic fashion has evolved and that the essence of festivals lies in emotions and meaning.
Her sister Nupur Sanon also supported her, noting that she was the one receiving the rakhi and had no problem with the outfit. Congress leader Rahul Gandhi shared Sanon’s statement and said a woman’s choice of clothing and lifestyle should not be policed.
GIVA later issued a statement saying it holds deep respect for Indian culture, traditions and festivals. The brand said that if the ad had hurt anyone’s sentiments, that was never the intention, and withdrew the commercial “out of respect.”
Reference links
- https://www.indiatoday.in/movies/celebrities/story/kriti-sanon-giva-raksha-bandhan-ad-withdrawn-after-outfit-controversy-2980099-2026-08-26
- https://www.theweek.in/news/india/2026/08/25/why-tie-a-rakhi-in-your-undergarments-kangana-attacks-kriti-sanons-raksha-bandhan-ad.html
- https://timesofindia.indiatimes.com/entertainment/hindi/bollywood/news/kriti-sanons-raksha-bandhan-ad-pulled-down-by-the-brand-a-day-after-the-actress-defended-her-outfit-which-faced-backlash-over-the-internet-out-of-respect-we-have-withdrawn/articleshow/133530732.cms
