Kriti Sanon’s Raksha Bandhan Ad Pulled After Backlash Over Outfit
Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring actor Kriti Sanon after the campaign faced heavy criticism on social media, with much of the backlash focused on her outfit.
The brand announced on Wednesday that the advertisement had been removed from all media, saying it had not intended to hurt the sentiments of any section of society.
The advertisement showed Kriti celebrating Raksha Bandhan in a bralette-style blouse, a cape and a draped skirt.
The campaign also featured her tying a Rakhi to her pet dog before the sibling celebration. While the advertisement was intended to present a broader idea of family and protection, the discussion online quickly shifted towards Kriti’s clothes, with several users questioning whether the outfit was appropriate for a festival like Raksha Bandhan.
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The controversy intensified after actor and BJP MP Kangana Ranaut criticised the campaign and questioned why Kriti would tie a Rakhi while wearing what she described as a “bikini/undergarments”.
Her remarks added to the debate over the actor’s clothing and the way festivals are represented in advertising.
Kriti, however, defended herself against the criticism. In a statement shared on Instagram, she questioned why women continue to be judged by what they wear and said that the essence of a festival lies in its emotions and traditions rather than clothing.
She also explained that she and her sister tie Rakhi to each other and that their bond of protection extends to their dogs, whom they consider family.
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“Culture and traditions are in her heart, not in her neckline,” Kriti wrote, arguing that a woman’s choice of clothing should not be used to measure her respect for her culture. Her sister Nupur Sanon also came out in her defence.
Congress leader Rahul Gandhi later backed Kriti, sharing her response and speaking against trolling women over their clothing choices.
Amid the growing controversy, GIVA decided to withdraw the advertisement. In its statement, the brand said it had “the highest regard and deep respect” for Indian culture, traditions and festivals and explained that the campaign was also intended to include pets in the celebration of family.
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The brand added that if the advertisement had “inadvertently hurt the sentiments of some segments of society”, that was not its intention and said it had withdrawn the campaign “out of respect”. GIVA also disabled comments on its statement.
