BJP MP Kangana Ranaut described the advertisement as “tying rakhi in a bikini” and later called it “intentionally creepy”. GIVA said it had not intended to hurt anyone’s sentiments and pulled the campaign from all media.
BY PC Bureau
August 26, 2026: Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring actor Kriti Sanon following a backlash over her attire and the portrayal of the festival, a day after Sanon hit back at critics defending her choice of clothing and the campaign’s message.
The advertisement showed Sanon celebrating Raksha Bandhan while dressed in a bralette-style blouse paired with a cape and draped skirt. The campaign quickly triggered a debate on social media, with critics questioning whether the outfit was appropriate for a traditional festival.
Actor and BJP MP Kangana Ranaut was among the most vocal critics. She described the advertisement as “tying rakhi in a bikini” and later termed the commercial “intentionally creepy”, intensifying the controversy surrounding the campaign.
Responding to the backlash, GIVA issued a statement on Instagram saying it has “the highest regard and deep respect for Indian culture, traditions and festivals”. The company said it had intended to celebrate Raksha Bandhan as a family occasion while also extending the sentiment of love and celebration to pets.
The jewellery brand added that it had not intended to hurt anyone’s sentiments and, “out of respect”, had decided to withdraw the advertisement from all media platforms.
The controversy had already drawn a strong response from Sanon, who defended both the campaign and the criticism of her clothing in an Instagram Story.
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“The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions,” Sanon wrote. She questioned the continued scrutiny of women’s clothing, arguing that a woman’s respect for Indian culture should not be judged by what she wears.
“Culture & traditions are in her heart, not in her neckline,” she said.
Sanon also addressed criticism over the advertisement showing her tying a rakhi to a dog. She said Raksha Bandhan represents a bond of protection and explained that she and her sister tie rakhi to each other and pray for one another’s health, happiness and long life.
Kriti Sanon’s Raksha Bandhan ad sparked backlash over her outfit.
She responded: “Culture and traditions are in her heart, not in her neckline!”But why do Bollywood celebrities repeatedly face criticism over their portrayal of Hindu festivals ??#HaiwaanTrailer… pic.twitter.com/EQoYZvOIQA
— Mind Mosaic (@Mindmosaic____) August 25, 2026
For Sanon, she added, that sentiment also extends to their dogs, whom she described as part of the family.
The withdrawal brings the campaign to an end amid a wider debate over how brands portray Indian festivals in contemporary advertising. While GIVA’s decision was framed as a gesture of respect towards those who felt offended, the controversy has also reignited questions about the policing of women’s clothing, the changing interpretation of traditional festivals and the role of celebrities in advertising campaigns.
