Jewellery brand Giva has withdrawn a Raksha Bandhan advertisement featuring actress Kriti Sanon following public backlash [1], [2].
The incident highlights the tension between modern advertising aesthetics and traditional cultural values in India, where depictions of sacred festivals often face intense scrutiny.
Critics targeted two primary elements of the campaign. The first was Sanon's attire, specifically a bikini-style top, which some viewers found inappropriate for the occasion [1], [2]. The second point of contention was a scene in which the actress tied a rakhi, a sacred thread symbolizing the bond between siblings, to a pet dog [2].
BJP MP Kangana Ranaut led the criticism against the advertisement [1], [2]. The backlash intensified on social media, leading to widespread calls for the brand to remove the content.
Sanon responded to the criticism online. The brand withdrew the advertisement one day after the actress issued her response [2].
The controversy occurs during the 2026 Raksha Bandhan season [1]. While the brand has not issued a detailed formal statement regarding the specific reasons for the removal beyond the general backlash, the timing suggests a direct response to the pressure from political figures and the public [1], [2].
“Giva has withdrawn a Raksha Bandhan advertisement featuring actress Kriti Sanon following public backlash”
This event underscores the influence of political figures and traditionalist sentiment on corporate branding in India. By pulling the ad shortly after criticism from a member of parliament, Giva demonstrates how quickly brands pivot to avoid cultural controversy during high-stakes religious and familial festivals.
