Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring Kriti Sanon after the campaign triggered a heated social-media debate over the actor’s outfit and the portrayal of the festival. The company confirmed on August 26, 2026 that the advertisement had been removed from all media.
Why Kriti Sanon’s Raksha Bandhan Ad Sparked Controversy
The festive campaign featured Sanon wearing an Indo-Western ensemble consisting of a bralette-style blouse, cape and draped skirt. A section of social-media users criticised the styling, arguing that it was inappropriate for a campaign centred on Raksha Bandhan.
The advertisement also showed Sanon tying a rakhi to a pet dog, which generated a separate debate online. The campaign’s concept was intended to extend the festival’s theme of love and protection beyond siblings to pets considered part of the family.
Kangana Ranaut Criticises Campaign
Actor and BJP MP Kangana Ranaut joined the debate and strongly criticised the advertisement, questioning Sanon’s choice of clothing for a Raksha Bandhan campaign and describing the presentation as “intentionally creepy.”
Her intervention intensified the controversy and helped turn what began as criticism of an advertisement into a wider public discussion about Indian traditions, fashion and women’s clothing choices.
Kriti Sanon Defends Her Outfit
Sanon responded to the criticism through Instagram Stories, arguing that the meaning of a festival should not be judged by the clothes a woman wears.
She questioned why women continue to be told what they should wear and argued that culture and respect for traditions are determined by a person’s values rather than their neckline or clothing.
Sanon also defended the decision to include her dogs in the Raksha Bandhan celebration. She explained that she and her sister tie rakhis to each other and extend the same prayers for health, happiness and protection to their pets because they consider them family.
GIVA Withdraws Advertisement
Following the mounting backlash, GIVA announced that it was removing the campaign.
The company said it has “deep respect for Indian culture, traditions and festivals” and explained that the intention of the campaign was to celebrate Raksha Bandhan with the entire family, including pets. It added that hurting sentiments was never its intention.
The brand subsequently withdrew the advertisement from all media, bringing the campaign to an abrupt end.
Controversy Sparks Wider Debate
The dispute has continued beyond the advertisement itself. Congress leader Rahul Gandhi publicly backed Sanon, arguing that women should have the freedom to decide what they wear and criticising attempts to police their personal choices.
Meanwhile, an older video showing Ranaut wearing a Western outfit at an awards ceremony resurfaced on social media on Wednesday, with some users accusing her of hypocrisy over her criticism of Sanon.
The controversy has therefore evolved into a broader debate over celebrity advertising, cultural representation, personal choice and the scrutiny placed on women’s clothing. For GIVA, however, the immediate decision is final: the Kriti Sanon Raksha Bandhan campaign has been withdrawn.
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