Report by Swati
27 August
New Delhi: Homegrown jewellery brand GIVA has officially withdrawn its Raksha Bandhan advertising campaign featuring actor Kriti Sanon after drawing intense criticism online over her choice of attire.
The controversy erupted after social media users questioned the decision to feature Sanon in a modern crop top and festive ensemble for a traditional festival context, with critics—including actor and BJP MP Kangana Ranaut—publicly taking issue with the styling. Ranaut questioned the representation of the festival, describing the outfit as a “bikini” on social media.
Prior to the ad’s removal, Sanon had briefly responded to critics questioning her attire. However, as public debate intensified, GIVA issued an official statement on its Instagram page announcing the complete withdrawal of the commercial across all media platforms.
“Out of respect for Indian culture, traditions, and festivals, we have taken down the campaign,” the brand stated, adding that its original intention was to extend the festive spirit to celebrating pets alongside traditional sibling bonds.
