GIVA has withdrawn its Raksha Bandhan campaign featuring actor Kriti Sanon following online backlash over the advertisement’s portrayal of the festival and Sanon’s outfit.
The jewellery brand, which had faced criticism after the campaign went live, said the advertisement was never intended to hurt anyone’s sentiments and has now been removed “from all media”.
In a statement, GIVA said it has “the highest regard and deep respect for Indian culture, traditions and festivals”. The brand added that its intention was to celebrate Raksha Bandhan as a joyful family occasion while extending the sentiment of love and celebration to pets.
“If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all,” the brand said.
The controversy began after actor Kangana Ranaut criticised the campaign in an Instagram Story without directly naming Sanon or GIVA. Ranaut questioned Sanon’s outfit in the advertisement and objected to the portrayal of the actor tying a rakhi to her pet dog, describing the creative as “intentionally creepy”.
Sanon responded to the criticism on social media, defending both the campaign’s intent and her choice of clothing. She said the essence of festivals lies in “the emotions and meaning” behind traditions rather than what one wears.
Questioning the scrutiny around women’s clothing, Sanon wrote, “When will we stop telling women what to wear?” She further said that culture and traditions are “in her heart, not in her neckline”.
Addressing the inclusion of pets in the campaign, Sanon explained that she views Raksha Bandhan as a celebration of the bond of protection. She said she and her sister tie rakhi to each other, and that the same sentiment extends to their dogs, whom they consider family.
Her sister, actor Nupur Sanon, also came out in support of her. Sharing Kriti Sanon’s statement, Nupur wrote, “Imagine being this bothered by what another woman chooses to wear. Respectfully EVOLVE!” She added that she is the one Kriti ties rakhi to and questioned why others should object when she does not.
The debate later received support from Congress leader Rahul Gandhi, who shared Sanon’s statement on Instagram. “What a woman wears, what she does and where she goes - is her choice. Stop trolling women for exercising their freedom,” he wrote, ending the post with #SmashThePatriarchy.
The controversy comes amid Sanon’s existing association with GIVA. She serves as the jewellery brand’s ambassador and has also invested in the company as a strategic investor.
GIVA’s decision to withdraw the campaign adds to a growing list of Indian advertising campaigns that have faced public backlash for reinterpreting cultural traditions. Previous examples include Manyavar’s ‘Kanyadaan’ campaign featuring Alia Bhatt, Tanishq’s interfaith wedding advertisement and Dabur’s same-sex Karva Chauth campaign.
