Kriti Sanon's Raksha Bandhan ad withdrawn by jewellery brand after backlash

Jewellery brand GIVA on Wednesday, Aug 26 withdrew its Raksha Bandhan advertisement featuring actor Kriti Sanon, a day after the campaign drew criticism on social media over her outfit.

The brand said in an Instagram statement that hurting religious or cultural sentiments was never its intention. "We have the highest regard and deep respect for Indian culture, traditions and festivals... If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all. Out of respect, we have withdrawn the said advertisement from all media," GIVA said.

The ad had sparked debate online, with several users questioning whether Sanon's off-white ensemble, featuring a bralette-style blouse, cape and draped skirt was appropriate for a campaign linked to the traditional festival. In the video, Sanon tied a rakhi to her brother and pet dog.

BJP MP Kangana Ranaut criticised the outfit on Instagram, questioning why Sanon would tie a rakhi to her brother in what she described as bikini-style clothing when many other styling options were available, and called the advert "intentionally creepy."

Sanon responded on Instagram a day earlier, saying the essence of festivals lies in emotions and meaning rather than clothing, and asked when society would stop telling women what to wear. She added that respect for culture should not be measured by clothing alone.

Sanon said the bond and prayers for health, happiness and long life that Raksha Bandhan represents also extended to her pet dogs, whom she called family.