Jewellery brand GIVA removed a Raksha Bandhan advertisement featuring actress Kriti Sanon following social media backlash over her attire [1].
The incident highlights the ongoing tension in India between modern fashion choices and traditional expectations during religious and cultural festivals. The controversy underscores how quickly corporate branding can collide with political and social sensitivities in the digital age.
The dispute began when users on social media criticized Sanon's outfit, with some labeling the clothing as a bikini [2]. This criticism escalated when Kangana Ranaut, a Member of Parliament for the Bharatiya Janata Party (BJP), joined the condemnation of the attire [2].
GIVA said it decided to withdraw the campaign on its Instagram page [1]. The advertisement was removed one day after the criticism began [1].
The campaign was intended to promote jewellery for the Raksha Bandhan festival, which celebrates the bond between brothers and sisters. However, the choice of wardrobe became the focal point of the discussion, shifting the conversation from the product to a debate over women's choices, and cultural appropriateness [3].
While the brand took a swift u-turn by pulling the ad, the row has sparked wider discussions regarding the influence of political figures on commercial creative decisions [4]. The backlash involved a mix of social media trolling and formal political condemnation [2].
Sanon and GIVA have faced scrutiny over the imagery used for a festival traditionally associated with conservative family values. The rapid removal of the content suggests the brand prioritizes avoiding political friction over the original creative vision of the campaign [4].
“The advertisement was removed a day after the criticism began”
This event reflects a recurring pattern in the Indian market where brands face intense pressure to align with traditionalist views during major festivals. The involvement of a sitting MP indicates that fashion choices in advertising are no longer viewed merely as aesthetic decisions but are often interpreted as political or cultural statements, forcing companies to react quickly to avoid wider boycotts.
