Jewelry brand Giva withdrew a Raksha Bandhan advertisement featuring actress Kriti Sanon after public backlash over her clothing and the ad's content [1, 2].
The incident highlights the tension between modern marketing and traditional religious sensibilities in India. Because Raksha Bandhan is a significant cultural event, depictions that deviate from established customs often trigger widespread social media disputes.
Critics objected to the advertisement on two primary grounds. First, the attire worn by Sanon, an off-white bralette-style blouse, was deemed inappropriate for the occasion [1, 2]. Some critics, including actress Kangana Ranaut, said the outfit was a bikini [2].
Second, the advertisement depicted the tying of a rakhi to a pet dog [1, 2]. This portrayal led to accusations that the brand disrespected Hindu traditions by applying a sacred ritual to an animal [1, 2].
The controversy escalated as public figures weighed in on the depiction. The backlash focused on the intersection of fashion and faith, with opponents arguing that the ad prioritized aesthetic trends over cultural reverence [2].
Giva removed the promotional material following the outcry. The brand has not issued a detailed public statement regarding the specific timing of the withdrawal, but the move follows the heightened visibility of the row between Sanon and Ranaut [1, 2].
“Giva withdrew a Raksha Bandhan advertisement featuring actress Kriti Sanon after public backlash.”
This event reflects a recurring pattern in Indian advertising where the push for 'modern' or 'inclusive' interpretations of festivals clashes with conservative cultural expectations. The rapid withdrawal of the ad suggests that brands remain highly sensitive to accusations of religious disrespect, as such controversies can lead to significant reputational damage and boycotts in the Indian market.
