Kriti Sanon’s Raksha Bandhan Ad Taken Down After Outfit Backlash, GIVA Apologises For ‘Hurt Sentiments’

Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring actor Kriti Sanon after the campaign drew criticism over her attire and sparked a debate around clothing, women and cultural traditions.

The advertisement, released on July 20, promoted Raksha Bandhan gifting while also highlighting the idea of including pets in festive celebrations. However, sections of social media users objected to Sanon’s outfit, with some describing it as inappropriate for a Hindu festival.

GIVA Withdraws Advertisement After Backlash

In a statement shared on Instagram on Wednesday, GIVA said it had the “highest regard and deep respect” for Indian culture, traditions and festivals.

The brand said it had always believed in celebrating festivals with the entire family and wanted to extend the festive spirit to pets as well.

“If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all,” GIVA said.

The company added that it had withdrawn the advertisement from all media “out of respect” and wished people “love & positivity” for the festive season. Comments were turned off on the Instagram post.

What Did Kangana Ranaut Say?

The controversy also drew a reaction from actor and BJP MP Kangana Ranaut, who took a dig at the advertisement without directly naming Kriti Sanon.

In an Instagram post, Ranaut wrote: “It’s a wonderful time to be a woman. Our closets are full of variety of clothes, today’s woman is a global woman. From cocktail dresses to lehenga cholis, jeans to saris, bikinis to salwar kameez, from all the options that are available to us today why would you tie your brother a rakhi in your bikini/undergarments? Where are all your styling options? Ha ha the advert looks intentionally creepy!”

Kriti Sanon Responds To The Backlash

Kriti Sanon responded to the criticism through an Instagram Story on Tuesday.

She wrote: “The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions. Rakshabandhan is a bond of protection. My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would have. We pray for each other’s health, happiness & long life. And for us, this prayer and promise extends to our dogs too! Afterall, they are family!”

Sanon then questioned the focus on what women wear and wrote: “Also, when will we stop telling women what to wear?? Ethnic fashion has evolved over the years, but still a woman’s respect for her culture is measured with just her clothes!! Culture & Traditions are in her heart, not in her neckline!”

The advertisement was later withdrawn by GIVA after the backlash.