On 26th August (Wednesday), the jewellery brand Giva announced that it had taken down its Raksha Bandhan, also known as Rakhi, commercial with actress Kriti Sanon, a day after her attire drew harsh criticism on social media. The company withdrew the advertisement and stated that it did not want to “hurt the sentiments of some segments of society.”
“We have the highest regard and deep respect for Indian culture, traditions and festivals. As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets. 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 Out of respect, we have withdrawn the said advertisement from all media,” the company tried to defend itself in an official statement.
The ad, which went live on 20th July, featured Sanon in an off-white bralette-style blouse paired with a cape and a draped skirt as she tied the rakhi on her brother and dog. The choice of attire quickly drew criticism from the audience, including Kangana Ranaut, for being overly revealing and mocking the Hindu festivals.
Kriti sanon wearing a bra while tying a rakhi to her brother in a new jewellery Ad by GIVA. You won't see them making fun of either Eid or Christmas. pic.twitter.com/EcSmwyhiNT
— smh (@seemhuh) August 22, 2026
She wrote, “It’s a wonderful time to be a woman, our closets are full of a variety of clothes, today’s woman is a global woman, from cocktail dresses to lehenga cholis, jeans to saris, bikinis to salwar kameez, from all the options that are available to us today, why would you tie your brother a Rakhi in your bikini/ undergarments? Where are all your styling options,” without naming Sanon. The Bollywood actor-turned-politician even referred to the advertisement as “intentionally creepy.”
However, Sanon brazenly defended herself, claiming, “The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions.” She claimed that Raksha Bandhan serves as a protective bond for her, her sister and their dogs, as they are all family and pray for each other’s “health, happiness and long life” during the special occasion.
“Also, when will we stop telling women what to wear? Ethnic fashion has evolved over the years, but still a woman’s respect for her culture is measured by her clothes. Culture & Traditions are in her heart, not in her neckline,” Sanon added.
