Kriti Sanon-GIVA Raksha Bandhan Ad Controversy: Jewellery Brand Removes Campaign After Backlash

Jewellery brand GIVA has pulled down its Raksha Bandhan advertisement featuring Bollywood actor Kriti Sanon following criticism on social media over her outfit and the campaign's festival styling. What began as a festive marketing campaign quickly turned into a wider debate about how Indian brands portray traditions, women and contemporary fashion during culturally significant occasions.

GIVA Withdraws Kriti Sanon's Raksha Bandhan Ad After Backlash Over Outfit

The Bengaluru-based jewellery company said it removed the advertisement from all media "out of respect" after some sections of the audience objected to the campaign. The episode has brought renewed attention to the challenges brands face when combining celebrity endorsements, modern fashion and traditional festivals in advertising.

The advertisement featured Kriti Sanon in a bralette-style blouse paired with a cape and draped skirt while celebrating Raksha Bandhan. A pet was also included in the festive setting, reflecting the campaign's attempt to present pets as part of the modern family.

GIVA said the campaign was created around the idea of celebrating family relationships and extending the festivities to pets. However, criticism of Sanon's styling shifted much of the online conversation away from the jewellery and the campaign's central message.

Following the backlash, GIVA issued a statement explaining its decision to withdraw the advertisement. The company said it holds Indian culture, traditions and festivals in high regard and did not intend to offend any section of society.

Kriti Sanon's Raksha Bandhan Ad Faces Backlash; GIVA Removes Campaign From All Media

The decision came after the advertisement attracted negative reactions across social media. Critics questioned whether the styling was appropriate for a Raksha Bandhan campaign, with some arguing that the visual presentation did not fit their expectations of the festival.

The controversy received additional attention after actor and BJP MP Kangana Ranaut criticised the advertisement and questioned Sanon's choice of outfit in the context of the festive campaign.

GIVA subsequently removed the advertisement rather than allowing the controversy to continue overshadowing its Raksha Bandhan marketing campaign.

In its statement, GIVA explained that the advertisement was intended to celebrate family bonds and recognise pets as members of the family. The company said, "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."

GIVA further stated that causing offence was not the intention behind the campaign. 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. Wish you all the love & positivity this festive season!"

Kriti Sanon Responds to Criticism Over Her Outfit

Kriti Sanon, the Indian actor and celebrity featured in the campaign, also addressed the criticism surrounding her appearance. She defended the broader idea behind the advertisement and argued that cultural identity should not be judged solely through a woman's clothing.

In a response shared online, Sanon wrote, "Culture & Traditions are in her heart, not in her neckline." Her response shifted the discussion towards a broader question about how women are represented in advertising and whether traditional festivals necessarily require women to follow conventional clothing styles.

Who Is GIVA?

GIVA is a Bengaluru-based jewellery brand known for its contemporary jewellery collections and digital-first retail presence. The company has built its brand identity around modern designs and has increasingly used celebrities and festive campaigns to connect with younger consumers.

Raksha Bandhan is an important marketing period for jewellery companies because the festival is strongly associated with gifting between siblings. Jewellery brands therefore compete heavily for consumer attention around the occasion through special collections, promotional campaigns and celebrity-led advertising.

For GIVA, the campaign was also an attempt to connect the traditional idea of family with a more contemporary interpretation in which pets are treated as part of the household.

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