Jewellery brand GIVA withdrew a Raksha Bandhan advertisement featuring actress Kriti Sanon on Aug. 26 [1].
The move highlights the volatility of celebrity endorsements in India, where traditional festival imagery often clashes with modern fashion choices on social media.
The controversy began when viewers criticized Sanon's attire in the campaign, which featured a bralette-style blouse [2]. The outfit sparked a wave of backlash across social platforms, with critics arguing the clothing was inappropriate for a campaign centered on the traditional sibling bond of Raksha Bandhan [2].
The situation intensified following remarks from actress Kangana Ranaut, who criticized the wardrobe choice [3]. This public feud between the two stars amplified the negative sentiment, leading to increased pressure on the brand to address the outcry [3].
GIVA removed the promotional material on Wednesday [1]. The brand said it intended the campaign to celebrate the festival, but the focus shifted from the jewellery to the actress's clothing and the subsequent celebrity dispute [2].
Sanon has not issued a formal statement regarding the removal of the ad. The brand's decision to pull the campaign comes just one day after the controversy first erupted [1].
“GIVA withdrew a Raksha Bandhan advertisement featuring actress Kriti Sanon on Aug. 26.”
This incident reflects the ongoing tension in Indian advertising between progressive fashion and traditional cultural expectations. When high-profile celebrities engage in public disputes over these values, brands often prioritize risk mitigation and the avoidance of social media boycotts over the original creative intent of a campaign.
