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

Jewellery brand GIVA has withdrawn the advertisement featuring actress Kriti Sanon following a significant backlash on social media. The brand apologized in a statement, expressing deep respect for Indian culture, traditions, and festivals. They clarified that their intention was to celebrate the joyous moment with the entire family, including their pets, and that the advertisement was not intended to hurt anyone's sentiments.

The advertisement showcased Kriti in an ivory outfit and drew criticism shortly after its release. GIVA issued an apology, stating that they have removed the ad from all media. Kriti Sanon responded to the backlash, asserting that the essence of festivals is not in the clothes worn but in the emotions and meaning associated with the traditions.

She emphasized that Raksha Bandhan is a bond of protection and that her sister and she tie rakhi to each other, extending their prayers for health, happiness, and long life to each other and their dogs, considering them family.

Kangana Ranaut had previously criticized Kriti's choice of outfit, calling it "intentionally creepy." However, Kriti defended her decision, highlighting the evolution of ethnic fashion and questioning why a woman's respect for her culture should be measured by her clothing alone. She emphasized that culture and traditions are in her heart, not in her neckline.