Indian jewellery brand Giva has withdrawn its latest Rakshabandhan advertisement after critics took issue with the outfit worn by actress Kriti Sanon.
In the campaign, Sanon appeared in a cropped top, skirt, and cape while tying a thread—Rakhi—to her brother. The depiction sparked controversy when politician and actress Kangana Ranaut described the ad as "intentionally creepy," questioning why a woman would celebrate a sacred ritual in such revealing clothing. Her remarks did not name Sanon directly, but the connection was widely assumed.
Followers of the campaign quickly expressed support and opposition. Some labelled Sanon’s top a bralette, arguing that pairing a modern style with a traditionally respectful occasion was out of touch. Others objected to a scene where Sanon ties a Rakhi to her pet dog, claiming it detracts from the significance of the brother–sister bond.
In response, Sanon posted an Instagram story condemning the critics and arguing that cultural reverence lies in the emotions and meaning rather than the outfit. She echoed the phrase “Culture & Traditions are in the heart, not in the neckline.”
Sanon also addressed the pet‑Rakhi scene, explaining that the festival’s spirit of protection and love extended to her sister and her beloved pet.
Despite Sanon’s spirited defence, Giva released a statement on Instagram stating: "We have the highest regard for Indian culture and, if we have inadvertently hurt sentiments, it was not our intent. Out of respect, we have withdrawn the advertisement from all media."
Giva noted that they had previously extended the celebration to pets, but withdrew the ad following the backlash. It was not the first time an Indian brand has pulled an ad after backlash; in 2020, Tanishq withdrew a print ad featuring an interfaith couple amid right‑wing criticism.
The controversy echoes ongoing debates in India over what women can wear. In 2021, a 19‑year‑old student was forced to wrap a curtain around her legs after being accused of inappropriate shorts. Even recent incidents involving ripped jeans have drawn political criticism.
