GIVA pulls Rakhi ad featuring Kriti Sanon after online backlash, issues apology
GIVA has withdrawn its Rakshabandhan ad with Kriti Sanon after social media backlash over her outfit, and issued an apology.
Jewellery brand GIVA has removed its Rakshabandhan campaign featuring actor Kriti Sanon from all platforms following widespread criticism on social media. The company has also released a statement on Instagram apologising for any unintended offence caused by the advertisement.
In its apology, GIVA said it holds deep respect for Indian culture and traditions, and that its intention was to extend festive celebrations to include pets. The brand added that it had withdrawn the advertisement out of respect for those who felt hurt by it, and clarified that hurting anyone's sentiments was never the goal.
The ad showed Sanon tying a rakhi to her on-screen brother while wearing a white bralette-style top with a sheer cape and a traditional-style skirt. The styling became a flashpoint online, with several users questioning the appropriateness of the outfit for a festival rooted in family customs.
Actor Kangana Ranaut also weighed in without naming Sanon or the brand directly, calling the commercial 'creepy' and criticising the styling. In response, Sanon defended her choice of attire, asking when society would stop dictating what women should wear. She noted that ethnic fashion has evolved, and that a woman's respect for culture is not measured by her clothes but lies in her heart.
Sanon's sister, Nupur Sanon, also came to her defence on Instagram Stories, questioning the criticism directed at the actor's outfit.
The controversy has sparked a broader conversation about fashion, cultural expectations, and the scrutiny women face over clothing during festive occasions, even as the brand has chosen to pull the campaign entirely.