Kriti Sanon Raksha Bandhan Ad Controversy: GIVA Withdraws Advertisement After Social Media Backlash

Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring Bollywood actress Kriti Sanon after the campaign faced criticism on social media over her attire and certain elements shown in the advertisement.

The advertisement, released as part of the Raksha Bandhan festive campaign, featured Kriti Sanon in an Indo-Western outfit while celebrating the festival with her brother and pet dog. Following its release, some social media users criticised the actor’s choice of clothing and also questioned the inclusion of a pet dog in the Raksha Bandhan celebration.

Amid the growing controversy, GIVA issued a statement on its social media platforms and announced that it had removed the advertisement from all media platforms.

GIVA Withdraws Kriti Sanon Advertisement

In its statement, GIVA said that it has the highest regard and deep respect for Indian culture, traditions and festivals.

The jewellery brand explained that its intention was to celebrate the joy of Raksha Bandhan with families and also extend the celebration to pets. However, if the advertisement had inadvertently hurt the sentiments of certain sections of society, that was not the brand’s intention.

GIVA subsequently decided to withdraw the advertisement from all media platforms, while extending its wishes for love and positivity during the festive season.

What Was Shown in the Advertisement?

The controversial advertisement featured Kriti Sanon wearing an Indo-Western ensemble consisting of a bralette-skirt combination with a cape.

In the advertisement, the actress was shown tying a Rakhi to her brother and also to her pet dog. The concept was presented as an attempt to include pets in the celebration of Raksha Bandhan.

However, the campaign soon attracted criticism online. Some users questioned whether the outfit was appropriate for a traditional festival, while others objected to the idea of tying a Rakhi to a dog.

The criticism quickly turned the advertisement into a topic of discussion across social media platforms.

Rahul Gandhi Supports Kriti Sanon

Amid the controversy, Congress MP and Leader of Opposition in the Lok Sabha Rahul Gandhi came out in support of Kriti Sanon.

Rahul Gandhi argued that a woman’s choice regarding her clothes, actions and whereabouts should be respected. He criticised the practice of trolling women over their personal choices and called for greater respect for individual freedom.

His comments added another dimension to the ongoing debate surrounding the advertisement and Kriti Sanon’s outfit.

Kriti Sanon Responds to the Controversy

Kriti Sanon also responded to the criticism surrounding the advertisement and questioned the tendency to judge a woman’s respect for culture based on her clothing.

She emphasised that festivals are ultimately about emotions, relationships and traditions rather than simply the clothes someone chooses to wear.

Her response highlighted the broader debate about women’s clothing, cultural expectations and personal freedom.

Nupur Sanon Defends Her Sister

Kriti Sanon’s sister Nupur Sanon also came forward in support of the actress.

Nupur questioned why people were so concerned about another woman’s choice of clothing. She also pointed out that she was the person to whom Kriti had tied the Rakhi in the advertisement.

Her response was aimed at those criticising the campaign and her sister’s appearance.

Social Media Debate Over Women’s Clothing

The controversy surrounding the GIVA advertisement has once again sparked a wider discussion about women’s clothing and social expectations.

While some social media users argued that advertisements associated with traditional festivals should reflect cultural values in their presentation, others maintained that an individual’s clothing should not be used as a measure of their respect for culture or traditions.

The debate has also raised questions about how brands approach festive advertising and how audiences respond to contemporary interpretations of traditional festivals.

GIVA’s Clarification

GIVA maintained that the advertisement was created with the intention of celebrating the festive spirit of Raksha Bandhan and bringing families and pets together.

The company stated that it respects Indian culture, traditions and festivals and did not intend to hurt anyone’s sentiments.

Following the backlash, the brand chose to withdraw the advertisement as a mark of respect.

Conclusion

The Kriti Sanon-starrer GIVA Raksha Bandhan advertisement became the subject of a social media controversy after some users criticised the actress’s outfit and questioned certain elements of the campaign.

Following the backlash, GIVA removed the advertisement from its media platforms and clarified that hurting anyone’s sentiments was never the intention.

Meanwhile, Rahul Gandhi supported Kriti Sanon’s right to make her own choices, while her sister Nupur Sanon also defended her against online criticism.

The controversy has once again sparked a broader conversation about women’s freedom, clothing choices, cultural traditions and the way festive campaigns are presented in modern advertising.

By: Vijay Kumar
Chief Editor