Kriti Sanon: Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring actor Kriti Sanon, days after the campaign triggered an online debate over her outfit and her decision to tie a rakhi to her pet dog. The brand’s decision came even as Kriti publicly defended the ad and her styling choices.
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What Sparked the Backlash
The commercial featured Kriti in an ivory ethnic ensemble with a draped skirt, a cape and a bralette-style blouse, alongside a scene of her tying a rakhi to her dog. Social media users questioned whether the outfit suited the tone of the festival, and BJP MP Kangana Ranaut joined the criticism, accusing the actor of “tying rakhi in a bikini” and calling the ad “intentionally creepy.”
Kriti Sanon’s Response
Rather than distancing herself from the campaign, Kriti defended it directly on Instagram, writing that the essence of festivals lies in emotion rather than clothing. She explained that she and her sister consider Raksha Bandhan a mutual promise of protection, one that extends to their pets as family, and questioned why women’s cultural respect is so often judged by their clothing.
Why GIVA Pulled the Ad
Despite Kriti’s defence, GIVA chose to withdraw the advertisement from all platforms. In a statement, the brand said its intent was to celebrate the festival by including pets as part of the family, and that it never meant to hurt anyone’s sentiments. It added that the ad was removed out of respect for those who felt strongly about it.
A Recurring Pattern for Festive Ads
Kriti Sanon: The episode adds to a familiar pattern of Indian brands walking back festive campaigns under social media pressure, echoing past controversies where advertisers chose to withdraw content rather than continue facing sustained backlash.
