Kriti Sanon’s Raksha Bandhan ad pulled down by brand amid clothing controversy

A promotional video intended to honor Raksha Bandhan turned into a cultural controversy, leading to the removal of the advertisement from circulation. The video, which went live on July 20, starred actress Kriti Sanon in attire that sparked outrage among viewers. Detractors argued that the actress' outfit did not align with the spirit of the sibling protection tradition the festival represents, with many questioning the appropriateness of her clothing choice.

The criticism intensified when actress and BJP member Kangana Ranaut commented on Instagram, implying that the decision to use such clothing for the ad seemed deliberately provocative rather than an honest mistake.

In response to the mounting backlash, the jewellery brand GIVA quickly issued an apology on Instagram, reaffirming its respect for Indian customs while clarifying that the aim of the campaign was to expand the concept of Raksha Bandhan to include pets, not to offend anyone. The brand promptly withdrew the ad from all platforms following the statement, and disabled any comments on the post.

Kriti Sanon also weighed in on the controversy, defending her decision in an Instagram Stories post. She emphasized that the essence of Raksha Bandhan is about the emotional connection rather than the attire, and shared how she and her sister exchange rakhis, extending the same bond of protection to their pets, whom she considers family.

Kriti challenged the societal norm of judging women's cultural values based on their clothing, arguing that the true spirit of the festival resides in the heart, not the neckline.