A jewellery brand pulled Kriti Sanon’s Raksha Bandhan ad after backlash over her outfit, with the actor defending her choice as a celebration of cultural emotions over clothing. The campaign, featuring a bralette-style ensemble and a dog, sparked debates about tradition and women’s autonomy.
The jewellery brand GIVA withdrew its Raksha Bandhan advertisement featuring actor Kriti Sanon on August 26, 2026, just a day after the actress defended her outfit amid widespread criticism. The ad, which depicted Sanon in an off-white bralette-style blouse, cape, and draped skirt, faced backlash for what critics called an inappropriately modern interpretation of a traditional festival. The campaign also included a scene where Sanon tied a rakhi to a dog after it barks at her, further fueling controversy.
The Ad Controversy and Withdrawal
GIVA issued a statement on August 26, 2026, saying it had inadvertently hurt the sentiments of some segments of society
and had withdrawn the said advertisement from all media.
The brand emphasized its respect for Indian culture and traditions, stating it aimed to extend the love and celebration to our pets.
The decision followed a wave of social media criticism, with users questioning the appropriateness of Sanon’s attire for a festival centered on familial bonds.
Sanon’s outfit became a focal point of the debate. Critics argued the styling clashed with the solemnity of Raksha Bandhan, a festival symbolizing the protective bond between siblings. The actor, however, framed the controversy as a broader issue of cultural interpretation. The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions,
she wrote in an Instagram post, defending her choice.
Kriti Sanon’s Defense of Her Outfit
In her response, Sanon highlighted the personal significance of Raksha Bandhan for her family, emphasizing that the festival’s meaning extended beyond clothing. Rakshabandhan is a bond of protection. My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would have,
she wrote. She also extended the ritual to her pets, stating, For us, this prayer and promise extends to our dogs too! After all, they are family!
The actress directly challenged critics who questioned her fashion choices, asking, Also, 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!
Her post garnered significant social media engagement, with thousands of users sharing their opinions.
Political and Public Reactions
The controversy drew attention from political figures, including Congress leader Rahul Gandhi, who publicly supported Sanon. Gandhi posted an Instagram Story quoting her defense of the ad, writing, What a woman wears, what she does and where she goes – is her choice.
He appended the hashtag #SmashThePatriarchy that he deployed recently at his all-woman ‘Chhatron ki Goonj’ rally at Pune. His intervention highlighted the intersection of celebrity culture and political discourse in India.
Meanwhile, BJP MP and actress Kangana Ranaut criticized the ad without directly naming Sanon. She questioned the choice of outfit, asking, From all the options that are available to us today why would you tie your brother a Rakhi in your bikini/undergarments?
Ranaut described the campaign as intentionally creepy,
sparking further debate about the boundaries of creative expression in traditional contexts.
The Brand’s Statement and Intentions
GIVA’s statement acknowledged the controversy while reiterating its commitment to cultural respect. We have the highest regard and deep respect for Indian culture, traditions and festivals,
the brand said. It emphasized that the campaign aimed to extend the love and celebration to our pets,
a creative angle that drew mixed reactions. Some users praised the inclusion of animals as a modern twist, while others saw it as a dilution of the festival’s core values.
The brand’s decision to pull the ad underscored the sensitivity of cultural narratives in advertising. GIVA’s swift response reflected the challenges brands face when balancing innovation with tradition, particularly during high-profile festivals like Raksha Bandhan. The controversy also highlighted the role of social media in shaping public perception and holding brands accountable.
The Broader Conversation on Women’s Clothing and Tradition
The debate extended beyond the ad itself, sparking discussions about societal expectations for women’s clothing during festivals. Sanon’s criticism of telling women what to wear
resonated with many, who saw the backlash as part of a larger pattern of gendered scrutiny. Her sister, Nupur Sanon, added to the conversation by questioning the “bother” over a woman’s choice of attire, urging critics to respectfully evolve.
The incident also reignited conversations about the evolving role of ethnic fashion in modern India. While traditional attire remains a cultural touchstone, contemporary interpretations often face resistance. Sanon’s defense of her outfit as a reflection of ethnic fashion [that] has evolved over the years
underscored the tension between preserving tradition and embracing individuality.
