Jewellery brand GIVA has pulled down its latest Raksha Bandhan advertisement featuring Kriti Sanon after the campaign sparked a debate on social media. The advertisement showed Kriti celebrating the festival in a modern outfit, with the campaign also extending the idea of Raksha Bandhan to pets.
- GIVA Withdraws Kriti Sanon’s Rakhi Advertisement
- Why Did GIVA Pull Down The Ad?
- Kangana Ranaut Takes A Dig At Kriti Sanon
- Kriti Sanon Responds To Kangana Ranaut
- Kriti Says Pets Are Family Too
- Kriti Sanon Questions The Focus On Women’s Clothes
- Nupur Sanon Defends Kriti
- What Was The GIVA Ad Actually Trying To Say?
- Conclusion
While some users appreciated the broader message of celebrating pets as family, others criticised the actor’s choice of outfit. The controversy intensified after Kangana Ranaut publicly questioned the campaign and took a dig at Kriti. Following the backlash, GIVA decided to withdraw the advertisement from all media. The brand has also issued a statement explaining its position.
GIVA Withdraws Kriti Sanon’s Rakhi Advertisement
The controversy revolves around GIVA’s Raksha Bandhan campaign featuring Kriti Sanon. In the advertisement, Kriti is seen celebrating the festival while wearing a bralette-style blouse with a cape and a draped skirt.
The outfit became a talking point among a section of social media users, who felt that the look was not appropriate for a festival such as Raksha Bandhan. The criticism continued to grow online before Kangana Ranaut joined the conversation. GIVA has now responded by taking the advertisement down. In its statement, the jewellery brand 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 that love and celebration to our pets.”
The company further acknowledged that the campaign may have upset some people, although it maintained that this was never the intention behind the advertisement. GIVA stated,
“If our recent advertisement has inadvertently hurt the sentiments of some sections of society, that was never our intention. Out of respect, we have withdrawn the advertisement from all media. Wishing you all love and positivity this festive season!”
Why Did GIVA Pull Down The Ad?
Kriti sanon wearing a bra while tying a rakhi to her brother in a new jewellery Ad by GIVA. You won't see them making fun of either Eid or Christmas. pic.twitter.com/EcSmwyhiNT
— smh (@seemhuh) August 22, 2026GIVA’s decision came after the advertisement faced criticism over its portrayal of Raksha Bandhan. The campaign attempted to present the festival in a broader way by including pets in the celebration and highlighting them as part of the family. However, the choice of outfit worn by Kriti became the primary focus of the criticism.
The issue eventually moved beyond discussions about advertising and fashion. It became a debate about how festivals should be represented and whether a woman’s clothing should be connected to her respect for culture and traditions. Rather than continuing the controversy, GIVA chose to withdraw the campaign. The brand’s statement specifically says that the advertisement was removed out of respect after some sections of society felt their sentiments had been hurt.
Kangana Ranaut Takes A Dig At Kriti Sanon
Before GIVA announced its decision, Kangana Ranaut criticised the advertisement on social media. Reacting to Kriti’s appearance in the campaign, Kangana asked,
“Why would you tie a rakhi to your brother while wearing a bikini or undergarments?”
She also described the campaign as “intentionally creepy”.
Kangana’s remarks added another layer to an already growing online debate. While several social media users had already criticised the advertisement, her comments brought significantly more attention to the campaign. The controversy also led to a direct response from Kriti Sanon.
Kriti Sanon Responds To Kangana Ranaut
Kriti did not remain silent after Kangana’s comments. She shared a lengthy note addressing the criticism and defending both her choice of clothing and the message behind the advertisement.Kriti wrote,
“Imagine being this bothered by what another woman chooses to wear. Respectfully, evolve. PS: I’m the one she tied the rakhi to, and if I don’t have a problem with it, why do you? The essence of festivals is not in the clothes you wear; it is in the emotions and meaning you attach to the traditions.”
Kriti Sanon
Kriti’s response focused on the idea that the meaning of a festival should not be determined by what a woman chooses to wear. She also explained why the campaign included pets in the celebration.
Kriti Says Pets Are Family Too
According to Kriti, Raksha Bandhan is fundamentally about the bond of protection and the love shared between family members. She added,
“Raksha Bandhan is a bond of protection. My sister and I tie rakhi to each other. We know we can protect each other just as much as a brother would. We pray for each other’s health, happiness, and long life. For us, this prayer and promise extend to our dogs too. After all, they are family!”
Kriti Sanon
This was also one of the key ideas behind GIVA’s campaign. The brand had attempted to expand the traditional family celebration to include pets. Kriti’s statement made it clear that she personally identifies with that sentiment and considers her dogs part of her family.
Kriti Sanon Questions The Focus On Women’s Clothes
Kriti also used the controversy to question the continued scrutiny of women’s clothing. She wrote,
“Also, when will we stop telling women what to wear? Ethnic fashion has evolved over the years, yet a woman’s respect for her culture is still measured by her clothes. Culture and traditions are in her heart, not in her neckline!”
Her comments sparked further discussion online. The actor’s argument was that cultural identity and respect for traditions cannot be reduced to an individual’s outfit. She maintained that the emotions and meaning attached to a festival matter more than the clothes someone wears while celebrating it.
Nupur Sanon Defends Kriti
Kriti’s sister, Nupur Sanon, also came out in support of her. Nupur defended Kriti amid the criticism and also asked Kangana to “respectfully evolve.” The exchange added another dimension to the controversy, which had by then become a larger conversation about fashion, cultural traditions and how women are judged for their clothing during festivals.
What Was The GIVA Ad Actually Trying To Say?
At the centre of the campaign was the idea that celebrations can include every member of the family, including pets. GIVA’s own statement makes this intention clear. The brand said that it wanted to extend the love and celebration of Raksha Bandhan to pets.
However, the campaign’s presentation became controversial because of Kriti’s outfit. The backlash ultimately overshadowed the broader message the brand intended to communicate. GIVA’s decision to withdraw the advertisement suggests that the company chose to prioritise avoiding further offence over continuing with the campaign. Importantly, the brand did not say that its intention was to disrespect Indian traditions. Instead, it reiterated its “highest regard and deep respect” for Indian culture, traditions and festivals.
Conclusion
The GIVA Raksha Bandhan advertisement featuring Kriti Sanon has become one of the latest social media controversies surrounding celebrity advertising.
What began as a campaign celebrating Raksha Bandhan and extending the festival’s message to pets soon attracted criticism over Kriti’s outfit. Kangana Ranaut’s remarks further intensified the debate, prompting Kriti to respond with a strong defence of her choices and her interpretation of the festival. GIVA has now withdrawn the advertisement from all media and issued a statement saying that hurting sentiments was never its intention.
The controversy ultimately raises a larger question about how festivals are represented in modern advertising and whether a person’s clothing should determine how their cultural values are perceived. For now, GIVA has made its position clear. The advertisement has been pulled down, while the brand has reiterated its respect for Indian culture and traditions.
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