NEW DELHI: Fine jewelry brand GIVA has officially pulled down its latest Raksha Bandhan promotional campaign featuring actor Kriti Sanon following severe social media backlash over its concept and styling. The controversial advertisement, which showed Sanon wearing a modern ivory bralette-style outfit while tying a rakhi to her pet dog, sparked intense criticism online regarding cultural sensitivity and the policing of women’s attire.
The advertisement was designed to highlight extended bonds of love and protection within a modern household, showcasing Sanon extending the festival’s traditional rituals to a family pet. However, the campaign quickly ignited a polarizing debate online. Critics argued that the actor’s revealing modern outfit and the depiction of tying a sacred thread on a pet demeaned traditional festive values. The controversy escalated further after actor and politician Kangana Ranaut publicly criticized the campaign’s styling, terming the presentation inappropriate for a traditional festival.
Responding to the mounting online outcry, Sanon defended the creative intent of the ad via her social media channels before it was taken down. She emphasized that Raksha Bandhan represents an emotional bond of protection that extends to all loved ones, including sisters and pets. “The essence of festivals is not in the clothes you wear; it is in the emotions and meaning you hold for the traditions,” Sanon stated, while firmly questioning the persistent public scrutiny over women’s fashion choices. The actor’s defense received prominent political support, with Leader of Opposition Rahul Gandhi backing her statement and calling for an end to the online trolling of women.
Despite the actor’s defense, GIVA issued an official statement confirming the complete withdrawal of the commercial from all digital and broadcast platforms. “We have the highest regard and deep respect for Indian culture, traditions, and festivals,” the brand said in its formal release. Clarifying that the intent was merely to celebrate unconditional love with pets as part of the family, the company added, “If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all. Out of respect, we have withdrawn the said advertisement from all media”.
