Giva pulls Rakshabandhan ad after criticism of Kriti Sanon’s outfit.
The jewellery brand highlighted the Hindu festival Rakshabandhan, where sisters tie a thread called Rakhi over their brothers’ wrists. The ad showed popular actor Kriti Sanon in a cropped top, skirt and cape. Some viewers found her look too revealing for a sacred celebration.
Critics came online after political figure Kangana Ranaut described the ad as “intentionally creepy.” She argued that a woman should not tie a Rakhi while wearing an outfit resembling a bikini.
Supporters, including Congress MP Rahul Gandhi, defended Sanon, noting it was her personal choice. They called Ranaut’s remarks “moral policing.” Some pointed out that Ranaut herself has worn revealing outfits in past films and public occasions.
Sanon responded on Instagram, calling out the mindset that forces women to choose clothes. She stressed that traditions are about emotion, not attire. She also defended the scene where a pet receives a Rakhi as a tribute to protective love.
After backlash, Giva issued a statement saying it respects Indian culture and withdrew the ad in respect of offended audiences. It assured that it was not their intent to upset religious sentiments.
The incident joins a history of Indian brands re‑working or pulling ads due to online criticism. In 2020 Tanishq withdrew an ad featuring an interfaith couple after right‑wing backlash.
The debate continues around women’s clothing choices in India, with past examples ranging from “bikini” controversies to bans on ripped jeans during festivals. This episode underscores the enduring friction between cultural traditions and modern fashion in India’s evolving social landscape.
