Agencies | Mumbai :
Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring actress Kriti Sanon following criticism on social media over her outfit in the campaign.
The advertisement, which featured Sanon in an off-white contemporary ensemble comprising a bralette-style blouse, cape and draped skirt, sparked a debate over the suitability of the styling for a festival associated with family, tradition and the brother-sister bond.
The controversy intensified after actress and BJP MP Kangana Ranaut criticised the campaign, questioning the choice of outfit and describing the advertisement as “intentionally creepy.”
Amid the backlash, GIVA issued a statement on Instagram on August 26 announcing that it had decided to remove the advertisement from all media platforms.
The company said it holds Indian culture, traditions and festivals in high regard and clarified that it had intended to celebrate Raksha Bandhan as a family occasion while extending the campaign’s message of love to pets.
“If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all,” the company said, adding that the commercial had been withdrawn “out of respect.”
The brand also extended its wishes to the public for the festive season.
Before the brand’s withdrawal, Sanon responded to the criticism through a social media statement, arguing that the essence of festivals should be understood through the emotions and values associated with them rather than clothing.
She explained that Raksha Bandhan, for her and her sister, represents a mutual promise of protection and affection. She also said the bond extended to their dogs, whom they consider part of the family.
Sanon further questioned the tendency to judge women’s respect for culture based on their clothing choices.
“Culture & Traditions are in her heart, not in her neckline,” she wrote, defending her interpretation of contemporary festive fashion.
The advertisement also drew criticism from Ranaut, who questioned why the brand had chosen what she described as a revealing outfit for a Raksha Bandhan campaign.
Ranaut argued that modern women have access to a wide range of fashion choices and questioned the decision to use a bikini-like or lingerie-style appearance in an advertisement centred on the festival.
Her comments added to the online debate, which quickly expanded beyond the advertisement itself into a broader discussion about women’s clothing, cultural traditions and contemporary representations of Indian festivals.
The controversy has highlighted a recurring debate in India’s advertising and entertainment industries over the balance between traditional cultural imagery and contemporary fashion.
While critics argued that the styling was inappropriate for a festival-focused campaign, Sanon’s response emphasised that cultural values should not be judged solely by a woman’s appearance or choice of clothing.
GIVA’s decision to withdraw the advertisement has brought the immediate controversy to a close, although the wider debate over fashion, cultural representation and women’s autonomy continues to generate discussion online.
