Kriti Sanon's controversial Raksha Bandhan ad withdrawn amid criticism over outfit
Mumbai/IBNS: Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring Bollywood actor and brand ambassador Kriti Sanon after the campaign triggered criticism from certain quarters over her outfit and portrayal of the festival.
The controversy erupted after the advertisement showed Kriti celebrating Raksha Bandhan with her pet dog while wearing a bralette-style blouse.
Critics, including actor and Bharatiya Janata Party (BJP) MP Kangana Ranaut, objected to Kriti's attire and questioned the campaign's representation of the traditional festival.
Kriti defended her choice, saying that “culture and traditions are in her heart, not in her neckline.”
Following the backlash, GIVA issued a statement announcing the withdrawal of the advertisement while reiterating its respect for Indian culture, traditions and festivals.
GIVA withdraws advertisement
In its statement, GIVA said it has the “highest regard and deep respect” for Indian culture, traditions and festivals.
The brand said it had always believed in celebrating festive occasions with the entire family and that the campaign sought to extend the sentiment of love and celebration to pets as well.
GIVA said: “We have the highest regard and deep respect for Indian culture, traditions and festivals. As a brand, we have always believed in celebrating these joyous moments with the entire family, and this time we wanted to extend the love and celebration to our pets.”
The company added: “If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all. Out of respect, we have withdrawn the said advertisement from all media. Wish you all the love & positivity this festive season!”
What Kangana Ranaut said
Kangana criticised the advertisement on Monday, questioning Kriti's choice of outfit while tying a rakhi to her brother.
Sharing the advertisement on her Instagram Stories, Kangana asked: “Why would you tie your brother a rakhi in your bikini/undergarments?”
She described the campaign as “intentionally creepy” and argued that women have a wide range of clothing options to choose from.
Kangana pointed to outfits ranging from cocktail dresses and lehengas to jeans, saris, bikinis and salwar kameez, questioning why Kriti's particular styling was chosen for a Raksha Bandhan campaign.
Kriti Sanon hits back
Kriti responded to the backlash by defending both her outfit and the message behind the GIVA campaign.
She said the “essence of festivals is not in the clothes you wear; it is in the emotions and meaning you hold for the traditions.”
Explaining the campaign's portrayal of pets, Kriti said Raksha Bandhan represents a bond of protection. She noted that she and her sister tie rakhi to each other and said the same sentiment extends to their dogs because “they are family.”
Photo: Screen-grab
Addressing the criticism over her clothing, Kriti questioned: “When will we stop telling women what to wear?”
She also argued that although ethnic fashion has evolved, a woman's respect for her culture is still often judged by her clothes.
In a strong response, the Cocktail 2 actor said: “Culture & Traditions are in her heart, not in her neckline!”
The controversy has since sparked a wider debate over women's clothing choices, cultural representation in advertising and the changing way traditional Indian festivals are portrayed in contemporary campaigns.
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