GIVA has withdrawn its Raksha Bandhan campaign featuring actor Kriti Sanon after the ad drew online backlash over her outfit and a scene showing her tying a rakhi to her pet dog. The jewellery brand, which had already faced some criticism earlier, said the campaign was never intended to hurt anyone’s sentiments and has now been pulled “from all media.” GIVA added that it holds deep respect for Indian culture and traditions, and had simply wanted to extend the festival’s spirit of celebration to pets as part of the family.
The controversy started after Kangana Ranaut criticised the campaign on an Instagram Story, without directly naming Sanon or GIVA, questioning the outfit and calling the ad “intentionally creepy.” Sanon responded, saying the essence of festivals lies in emotion and meaning rather than clothing, and questioned why women’s fashion choices continue to face this level of scrutiny. On the pet rakhi specifically, she explained that Raksha Bandhan represents a bond of protection for her, one she shares with her sister and, by extension, with their dogs as family.
Sanon’s sister, Nupur Sanon, publicly backed her, dismissing the outrage over another woman’s clothing choices. Congress leader Rahul Gandhi also weighed in, sharing Sanon’s statement and framing it as a matter of personal freedom, using the hashtag #SmashThePatriarchy.
Sanon remains both GIVA’s brand ambassador and a strategic investor in the company, adding another layer to the episode. It joins a growing list of Indian ad campaigns, including Manyavar’s ‘Kanyadaan’ film and Tanishq’s interfaith wedding ad, that have run into backlash for reinterpreting cultural and festive traditions.
