New Delhi, August 26, 2026: Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring Bollywood actor Kriti Sanon following criticism and a heated debate on social media over her attire and the campaign’s portrayal of the festival. The advertisement was removed from all media platforms after the controversy intensified.

The campaign featured Sanon celebrating Raksha Bandhan in an Indo-Western outfit comprising a bralette-style blouse, cape and draped skirt. The advertisement presented a contemporary interpretation of the festival, with Sanon tying a rakhi to her brother and extending the theme of love and protection to a pet dog.

A section of social media users criticised the actor’s clothing, arguing that the outfit was inappropriate for an advertisement associated with a traditional Indian festival. Some users also questioned the portrayal of tying a rakhi to a pet. The controversy gained further attention after actor and BJP MP Kangana Ranaut criticised the campaign and questioned Sanon’s choice of attire.

Sanon responded to the criticism by defending the campaign and her clothing. She said the significance of festivals lies in their emotions, traditions and relationships rather than in what a woman wears. She also explained that in her family, the bond represented by Raksha Bandhan extends to her sister and their pets, whom they consider part of the family.

The actor further questioned the tendency to judge women’s respect for culture through their clothing, arguing that cultural values and traditions are matters of personal belief rather than simply a matter of dress.

Amid the continuing controversy, GIVA issued a statement on Wednesday announcing that it had withdrawn the advertisement. The company said it holds Indian culture, traditions and festivals in the highest regard and explained that the campaign was intended to celebrate the festive spirit with families, including pets.

GIVA said it had not intended to hurt the sentiments of any section of society. The company stated that if the advertisement had inadvertently caused offence, it regretted the impact and decided to remove the campaign “out of respect.”

The controversy has since triggered a broader discussion about cultural representation, women's clothing, personal choice and creative freedom in advertising, particularly when brands use traditional festivals in modern marketing campaigns.

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