Kriti Sanon’s Raksha Bandhan Ad Removed by Brand After Actress Defends Her Outfit
Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring Kriti Sanon, a day after the actress, 36, defended her controversial bralette-style outfit and the inclusion of a pet dog in the festive campaign. The ad drew criticism from the public and Kangana Ranaut, leading GIVA to issue a statement citing deep respect for Indian culture.
In a swift development following significant public outcry, popular jewellery brand GIVA has pulled its Raksha Bandhan advertisement starring Bollywood actress Kriti Sanon. The decision comes on August 26, 2026, merely a day after Sanon, 36, publicly addressed the backlash regarding her outfit and the ad's portrayal of the traditional festival. Kangana Ranaut Reacts to Kriti Sanon’s Rakhi Ad, Calls It ‘Intentionally Creepy’.
The advertisement, intended to celebrate the bond of protection, quickly became a topic of heated debate across social media platforms. Critics primarily took issue with two aspects of the campaign: Kriti Sanon's choice of attire and the inclusion of a pet dog in the Raksha Bandhan ritual.
Kriti Sanon's Raksha Bandhan Ad Removed
The now-removed GIVA ad featured Kriti Sanon in an off-white, bralette-style blouse paired with a matching cape and draped skirt, an ensemble that many viewers deemed inappropriate for the solemnity of the Raksha Bandhan festival. Furthermore, the advertisement showed Sanon tying a rakhi not only to her brother but also to a pet dog, a creative choice that some perceived as trivialising the traditional ceremony.
The controversy escalated when actress and politician Kangana Ranaut also weighed in, criticising Sanon's outfit without directly naming her. Ranaut reportedly described the attire as "underwear-type" and the advertisement as "intentionally creepy."
Kriti Sanon Defends Her Stance
On August 25, 2026, just hours before the ad's removal, Kriti Sanon took to her Instagram Stories to defend the campaign and her fashion choice. She penned a detailed note, emphasizing that "The essence of festivals is not in the clothes you wear; it is in the emotions and meaning you hold for the traditions."
Sanon also directly challenged the scrutiny over women's clothing, asking, "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!" She further defended the inclusion of pets, stating that for her and her sister, the prayer and promise of Raksha Bandhan extends to their dogs too, as "they are family!"
Company's Statement
Following the mounting criticism and Sanon's defence, GIVA issued an official statement on August 26, 2026, confirming the withdrawal of the advertisement. The company expressed its respect for Indian culture and traditions:
"We have the highest regard and deep respect for Indian culture, traditions and festivals." GIVA clarified their original intent behind the campaign, "This time we wanted to extend the love and celebration to our pets."
Addressing the public sentiment, the brand concluded, "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." Kriti Sanon Breaks Silence on Raksha Bandhan Ad Controversy, Hits Back at Critics.
GIVA Pulls Kriti Sanon's Raksha Bandhan Ad, Issues Statement
View this post on Instagram
This incident highlights the ongoing sensitivity surrounding traditional portrayals in modern advertising and the fine line brands often walk when attempting to innovate or diversify cultural narratives.
(The above story first appeared on LatestLY on Aug 26, 2026 11:19 AM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).
