GIVA Pulls Kriti Sanon Raksha Bandhan Ad After Cultural Sentiment Row

Mumbai, August 26, 2026; Jewellery company GIVA has taken down its latest festive campaign featuring actor Kriti Sanon following criticism over the way the advertisement was perceived to portray traditional and cultural sentiments.

The brand confirmed the decision through a statement posted on its social media account, while stressing that the campaign was created with the intention of celebrating the festive spirit and not to offend any section of society.

GIVA said its approach has always been rooted in appreciation for Indian traditions, festivals and family values. The company explained that the Raksha Bandhan campaign sought to present the idea of celebration within the family by including pets as part of that bond.

However, amid the controversy surrounding the advertisement, the jewellery brand acknowledged that some viewers may have felt that their sentiments were affected. GIVA said this was never the intended outcome and decided to remove the advertisement from its media platforms as a mark of respect.

The controversy gained momentum after Sanon’s appearance in the campaign became a subject of debate on social media. The actor was seen in an ivory-coloured traditional outfit, with sections of users objecting to the styling and questioning whether it was appropriate for a festival associated with family and cultural traditions.

Sanon responded to the criticism by arguing that cultural identity should not be judged by a woman’s choice of clothing. She emphasised that festivals derive their significance from the emotions, relationships and values attached to them rather than from a particular style of dress.

The actor also highlighted the changing nature of Indian fashion and said women should not be subjected to restrictions over what they choose to wear. She described Raksha Bandhan as a celebration of mutual care and protection, noting that she and her sister observe the occasion together and extend the same affection to their dogs, whom they consider members of the family.

Her remarks subsequently received support from Congress MP and Leader of Opposition in the Lok Sabha Rahul Gandhi. He backed the principle of personal choice, saying that women should have the freedom to decide what they wear, do and where they go without facing online trolling.

The debate also drew comments from actor and BJP MP Kangana Ranaut, who questioned the styling used in the campaign. In her social media remarks, Ranaut argued that women today have a wide range of fashion choices and questioned the decision to combine a particular style with a Raksha Bandhan setting.

With the advertisement now withdrawn, GIVA has sought to bring the controversy to a close by reiterating its respect for Indian culture and traditions. The episode has nevertheless sparked a wider discussion online over advertising, festive representation, women’s clothing and the boundaries between contemporary fashion and cultural expectations.

GIVA ended its statement by extending wishes of positivity and goodwill to people during the festive period.