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GIVA Pulls Down Controversial Raksha Bandhan Ad Featuring Kriti Sanon Amid Backlash
GIVA Pulls Down Controversial Raksha Bandhan Ad Featuring Kriti Sanon Amid Backlash
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Jewellery brand GIVA has pulled down its Raksha Bandhan advertisement featuring Kriti Sanon, shortly after the actress responded to the criticism surrounding her outfit in the campaign. The advertisement had come under intense scrutiny on social media, with several users questioning the choice of Kriti’s bralette-style blouse, cape, and draped skirt for a Raksha Bandhan-themed commercial. Actress and BJP MP Kangana Ranaut also joined the criticism, questioning why anyone would “tie rakhi in a bikini" and calling the advertisement “intentionally creepy."
Earlier today, August 26, GIVA took to Instagram and shared an official statement. They said it had decided to withdraw the commercial from all media platforms “out of respect", reiterating its regard for Indian culture, traditions and festivals. The statement read, “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."
A post shared by GIVA – Silver-Gold-Lab Grown Diamonds (@giva.co)
It further read, “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 Out of respect, we have withdrawn the said advertisement from all media.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!"
In the jewellery ad, which has since been withdrawn by the brand, Kriti was seen celebrating Raksha Bandhan in an off-white ensemble featuring a bralette-style blouse, cape and draped skirt. Her contemporary festive look, however, did not go down well with a section of social media users, who questioned its suitability for the occasion. Amid the backlash, Kriti took to social media and reacted to it in a strongly worded statement.
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, 2026
She wrote, “The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions. Rakshabandhan is a bond of protection. My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would have. We pray for each other’s health, happiness & long life. And for us, this prayer and promise extends to our dogs too! Afterall, they are family!"
The note further read, “Also, when will we stop telling women what to wear??Ethnic fashion has evolved over the years, but still a woman’s respect for her culture is measured with just her clothes!! Culture & Traditions are in her heart, not in her neckline!"
Earlier, Kangana took a jibe at Kriti over her outfit in the ad. She wrote, “It’s a wonderful time to be a woman, our closets are full of variety of clothes, today’s woman is a global woman, from cocktail dresses to lehnga cholis, jeans to saris, bikini to salwar kameez, from all the options that are available to us today why would you tie your brother a Rakhi in your bikini/ undergarments? Where are all your styling options? Ha ha the advert looks intentionally creepy."
The incident could lead to brands re-evaluating their approach to festive advertising, particularly regarding cultural sensitivity and the portrayal of traditions. Brands may face challenges when attempting to give traditional festivals a contemporary treatment.
Source: News18
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