Kriti Sanon’s Raksha Bandhan Ad Pulled Down After Outfit Controversy

A Raksha Bandhan advertisement featuring Bollywood actor Kriti Sanon has been withdrawn by jewellery brand GIVA following a wave of criticism on social media. The campaign, released ahead of the festival, became the centre of a heated discussion over fashion, cultural representation and the way traditional occasions are presented in modern advertising.

The controversy intensified after actor and BJP MP Kangana Ranaut publicly questioned Kriti’s appearance in the campaign. Her remarks added a new dimension to an online debate that had already been building around the advertisement and its styling.

What sparked the controversy?

The advertisement presented Kriti in a contemporary Indo-Western outfit while depicting Raksha Bandhan celebrations. Her ensemble included a bralette-style blouse, a cape-like layer and a draped skirt. Although the campaign appeared to combine festive imagery with modern fashion, some viewers felt that the styling did not suit the traditional character of Raksha Bandhan.

Another element of the advertisement also attracted attention. Kriti was shown tying a rakhi to a dog, reflecting the idea that pets can also be considered part of a family. While some viewers welcomed the broader interpretation of the festival, others questioned the creative direction of the campaign.

As clips and images from the advertisement circulated online, criticism increased, with discussions moving beyond the jewellery being promoted to questions about clothing and cultural sensitivity.

Kangana Ranaut joins the debate

Kangana Ranaut subsequently commented on the controversy through social media. Without directly naming Kriti Sanon, she criticised the choice of styling in the advertisement and questioned why a more traditional outfit had not been selected for a festival such as Raksha Bandhan.

Kangana described the advertisement as appearing deliberately uncomfortable and specifically compared Kriti’s outfit with bikini-style clothing. Her comments quickly attracted attention, turning what had initially been an advertising controversy into a wider celebrity debate.

The remarks generated further discussion online, with social media users taking different positions on whether traditional festivals should be represented through conventional clothing or whether contemporary fashion can be incorporated into festive campaigns.

Kriti Sanon responds

Kriti Sanon did not remain silent about the criticism. In a social media statement, she challenged the idea that a woman's respect for culture should be judged primarily through her clothing.

She argued that festivals are ultimately about emotions, relationships and the meaning attached to traditions rather than simply the clothes worn during celebrations. Kriti also explained the significance of Raksha Bandhan from her own perspective, noting that she and her sister share the ritual of tying rakhi and regard their pets as part of the family.

Her response also broadened the discussion into a question of personal choice. She questioned why women continue to face scrutiny over what they wear, particularly when fashion itself has evolved considerably over the years.

The statement received support from sections of social media, while others continued to argue that advertisers should exercise greater sensitivity when using culturally significant festivals in commercial campaigns.

GIVA withdraws the advertisement

Despite Kriti's response, the jewellery company eventually decided to remove the campaign. GIVA said it holds Indian culture, traditions and festivals in high regard and explained that the advertisement was withdrawn out of respect after concerns were raised about it.

The company also clarified that its intention had been to celebrate the festival with families and extend the sentiment of love and celebration towards pets. It said that causing offence to any section of the public had not been its intention.

The decision effectively brought the advertisement itself to an end, although the debate surrounding it continued across social media.

A larger debate over advertising and culture

The episode has highlighted a recurring challenge for brands attempting to modernise traditional festivals in advertising. Contemporary campaigns often combine established cultural symbols with modern fashion, celebrity influence and new interpretations of family relationships. Such creative choices can attract younger audiences, but they can also invite criticism when viewers believe the traditional character of a festival has been overlooked.

The Kriti Sanon controversy has therefore developed into more than a disagreement over one advertisement. It has opened a wider conversation about women's clothing, cultural expectations, creative freedom and the responsibilities of brands when presenting Indian festivals.

For GIVA, pulling down the campaign was ultimately a decision aimed at respecting public sentiment. For Kriti Sanon and her supporters, however, the controversy has raised a different question: whether cultural identity should be judged by appearance or by the values and emotions behind a celebration.

With the advertisement now withdrawn, the discussion surrounding it is likely to remain part of the broader conversation about how Indian traditions are portrayed in contemporary entertainment and commercial media.