A Raksha Bandhan advertisement featuring Bollywood actor Kriti Sanon has been withdrawn by jewellery brand GIVA following intense criticism on social media over her outfit and the way the festival was portrayed. The campaign became the centre of a debate over fashion, cultural traditions and how Indian festivals should be represented in advertising.
Why Did The Ad Spark Controversy?
The advertisement featured Kriti Sanon in an Indo-Western outfit comprising a bralette-style blouse, cape and draped skirt. While the campaign was intended as a festive advertisement around Raksha Bandhan, some viewers objected to her attire and argued that it was inappropriate for a traditional festival.
The advertisement also featured the idea of extending Raksha Bandhan celebrations to pets, with Kriti tying a rakhi to a dog. This further became part of the online discussion surrounding the campaign.
Kriti Sanon Responds To Critics
Amid the backlash, Kriti addressed the criticism on social media. She defended her choice of clothing and argued that the essence of festivals should be understood through emotions and the meaning attached to traditions rather than judging a woman’s cultural values based on what she wears.
Her response, however, did little to end the debate, with criticism continuing across social media platforms.
Kangana Ranaut Joins The Debate
The controversy gained further attention after actor and BJP MP Kangana Ranaut criticised the advertisement. Ranaut questioned why someone would tie a rakhi while wearing what she described as a bikini or undergarments, arguing that there were many other clothing options available for celebrating a traditional festival.
The comments intensified the discussion surrounding Kriti’s advertisement and brought the issue into the wider public spotlight.
GIVA Withdraws The Advertisement
On Wednesday, GIVA announced that it had withdrawn the advertisement from all media platforms. The jewellery brand said it holds Indian culture, traditions and festivals in high regard and stated that it never intended to hurt the sentiments of any section of society.
The company said the campaign was created with the intention of celebrating joyful family moments while extending the idea of celebration to pets. However, following the backlash, it decided to remove the advertisement out of respect for public sentiments.
A Debate Over Fashion And Tradition
The controversy has sparked a broader conversation about the balance between modern fashion, individual choice and cultural sensitivity in advertising.
While critics argued that the advertisement failed to reflect the traditional sentiment associated with Raksha Bandhan, supporters of Kriti maintained that clothing should not determine a person’s respect for a festival or its cultural values.
With GIVA now withdrawing the campaign, the incident highlights the challenges brands and celebrities face when creating advertisements around culturally significant festivals.
