GIVA Jewellery has withdrawn an advertisement featuring actor Kriti Sanon after the campaign sparked controversy on social media over her outfit during a Raksha Bandhan-themed promotion.
The advertisement, which promoted Raksha Bandhan gifting and also highlighted the bond between families and pets, faced criticism from some viewers who described Kriti’s attire as inappropriate for the festival and accused the campaign of disrespecting Indian traditions.
GIVA responds to backlash
GIVA addressed the controversy in a statement shared on Instagram on Wednesday, saying it respects Indian culture, traditions and festivals.
The brand said the campaign was intended to celebrate Raksha Bandhan with families and extend that celebration to pets. It added that hurting anyone’s sentiments was not the intention behind the advertisement.
The company subsequently withdrew the advertisement from all media, saying the decision was made out of respect.
GIVA also disabled comments on its Instagram post announcing the withdrawal.
Why did the Kriti Sanon ad spark controversy?
The advertisement was released on July 20 and attracted criticism from sections of social media users. Some questioned Kriti’s outfit while tying a rakhi, arguing that the styling was unsuitable for a festival associated with family and tradition.
Others accused the campaign of making light of Hindu traditions.
The controversy also drew a response from actor and MP Kangana Ranaut. Without directly naming Kriti, Ranaut criticised the choice of clothing in the advertisement and questioned why a bikini-style outfit was used for a Raksha Bandhan scene when several other fashion choices were available.
Kriti Sanon defends her campaign
Kriti Sanon responded to the criticism through an Instagram Stories post on Tuesday, arguing that the significance of festivals should not be reduced to a woman’s clothing.
She said Raksha Bandhan represents a bond of protection and explained that she and her sister tie rakhis to each other. She also said the sentiment of love and protection extends to their dogs because they are considered part of the family.
Kriti further questioned the practice of judging a woman’s respect for culture based on what she wears.
Her comments added another dimension to the controversy, shifting the discussion from the advertisement itself to broader questions about women’s clothing, cultural traditions and social expectations.
Brand pulls ad amid debate
GIVA’s decision to withdraw the advertisement has brought the controversy to a close from the brand’s side, but the debate surrounding the campaign continues online.
While critics focused on the appropriateness of the styling during a traditional festival, Kriti defended the underlying message of family, protection and inclusion.
The controversy highlights the challenges brands and celebrities can face when combining traditional festivals with contemporary fashion and advertising.
