GIVA Jewellery Withdraws Kriti Sanon’s Raksha Bandhan Ad Amid Backlash

GIVA Jewellery has withdrawn its Raksha Bandhan advertisement featuring Bollywood actress Kriti Sanon following widespread criticism on social media.

The campaign, which aimed to highlight the festival’s bond of protection by including families and pets, faced backlash for allegedly disrespecting cultural traditions.

Critics argued that Sanon’s attire in the ad was inappropriate for the occasion, sparking debates over women’s clothing and cultural representation.

Actress Kangana Ranaut openly questioned the choice of outfit, while Kriti Sanon defended herself, emphasizing that festivals should not be reduced to women’s clothing choices.

She reiterated that Raksha Bandhan symbolizes protection and love, extending even to pets.

In response, GIVA disabled comments on its Instagram post and issued a statement clarifying that the campaign was never intended to hurt sentiments.

Despite the withdrawal, the controversy has fueled broader discussions about modern advertising, cultural sensitivity, and the challenges brands face when blending tradition with contemporary fashion.