26 Aug 2026 Punjab Khabarnama Bureau : A Raksha Bandhan advertisement featuring Kriti Sanon has been withdrawn by jewellery brand GIVA following criticism on social media over the actress’s outfit and the campaign’s portrayal of the festival. The move came a day after Sanon defended her choice of attire.
What Happened With the Ad?
The advertisement featured Kriti Sanon in an Indo-Western outfit consisting of a bralette-style blouse, cape and draped skirt while celebrating Raksha Bandhan.
The campaign also featured a pet dog, with the advertisement portraying pets as part of the family and extending the festival’s theme of love and protection to them.
Why Did the Campaign Face Backlash?
The advertisement sparked criticism online, with some social media users questioning whether the styling was appropriate for a campaign centred around a traditional Indian festival.
The controversy soon expanded into a broader debate about cultural representation, festival traditions and expectations around how women should dress.
Kriti Sanon Defends Her Outfit
A day before the brand withdrew the advertisement, Kriti responded to the criticism through a social media post.
She argued that the essence of a festival lies in its emotions and traditions rather than clothing. She also explained that Raksha Bandhan, for her family, represents a bond of protection that is not limited to a brother-sister relationship.
Sanon also said that she and her sister Nupur Sanon tie rakhis to each other and consider their pets part of the family.
‘When Will We Stop Telling Women What to Wear?’
The actress questioned the continued focus on women’s clothing in discussions about cultural respect.
She maintained that ethnic fashion has evolved and argued that a woman’s respect for her culture should not be judged solely by what she wears.
Kangana Ranaut Also Criticises the Campaign
The controversy intensified after actor and BJP MP Kangana Ranaut criticised the advertisement and questioned the choice of outfit for a Raksha Bandhan campaign.
Her comments added a political and cultural dimension to an already heated online debate.
Rahul Gandhi Backs Kriti
Congress leader and Leader of Opposition Rahul Gandhi subsequently supported Sanon amid the backlash.
He said that what a woman wears, does and where she goes is her choice, framing the controversy as part of a broader debate over women’s autonomy and moral policing.
GIVA Withdraws the Advertisement
On August 26, GIVA announced that it had removed the campaign from all media platforms.
The brand said it has “the highest regard and deep respect” for Indian culture, traditions and festivals. It added that if the advertisement had inadvertently hurt the sentiments of some sections of society, that was not its intention, and said it was withdrawing the campaign out of respect.
Brand Says Pets Were Included as Family
GIVA explained that its intention was to celebrate Raksha Bandhan with the entire family while extending the sentiment of love and celebration to pets.
However, amid the controversy surrounding the campaign, the company decided to take the advertisement down.
A Debate Beyond One Advertisement
The controversy has developed into a wider discussion about how traditional festivals should be represented in modern advertising.
While critics have argued that brands should be more sensitive to cultural expectations, Sanon’s supporters have defended personal choice and questioned whether clothing should determine how respectfully someone observes a festival.
What Happens Next?
With GIVA withdrawing the advertisement, the immediate controversy over the campaign is likely to shift toward a broader discussion about cultural sensitivity, advertising choices and women’s freedom of expression.
The episode also highlights the challenges brands face when attempting to give traditional festivals a contemporary interpretation.