New Delhi: Kriti Sanon’s controversial Raksha Bandhan advertisement for jewellery brand GIVA has been removed a day after the actor defended the campaign amid criticism on social media over her outfit.
On Wednesday, GIVA issued a statement addressing the backlash, saying it holds Indian culture, traditions and festivals in the highest regard.
“If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all,” the statement read. “Out of respect, we have withdrawn the said advertisement from all media.”
The campaign features Sanon tying a rakhi to a pet dog after it barks at her, extending the idea of Raksha Bandhan beyond the traditional brother-sister relationship.
“And this time we wanted to extend the love and celebration to our pets,” the statement added.
Also Read: ‘When will we stop telling women what to wear?’ Kriti Sanon on GIVA ad debate
Backlash follows
The campaign soon drew criticism online, with some users accusing the advertisement of wrong portrayal of the religious festival and questioning its departure from traditional Raksha Bandhan imagery.
“A deliberate attempt to ridicule a pious festival. Actress Kriti Sanon is equally guilty,” a user wrote.
A deliberate attempt to ridicule a pious festival. Actress Kriti Sannon is equally guilty. https://t.co/4a6zyyLkaJ
— Sunil Arab (@MyFeudalSelf) August 23, 2026
“I will be fine with this, if they make the same advertisement with Eid as well. The selective activism angers me,” another user wrote.
I will be fine with this, if they make the same advt for Eid as well. The selective activism angers me.
Why all the gyaan, experiment, different take on Hindu culture and festivals?
Boycott.
— Amitt Bhharadwaj (@unWoke4Ever) August 22, 2026
A third wrote: “Such foolish and unimaginable ads keep on streaming rather frequently. Despite protests. Despite pointing out. To me this is just a manisfestation of the raging war for extermination of India.”
Who wears such clothes for tying Rakhi, don’t tell me, she tied Rakhi to the bartender in the pub
— Swathi Bellam (@BellamSwathi) August 21, 2026
On Tuesday, Sanon defended the advertisement on social media, questioning why women continue to be judged by what they wear.
“Culture and tradition are in her heart, not in her neckline,” she wrote.
She argued that ethnic fashion has evolved over the years, but women are still often expected to prove their respect for culture through their clothing.
“The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the tradition,” Sanon added.
Addressing the inclusion of the dog, she said the festival is about praying for each other’s health, happiness and long life.
“The prayer and promise extends to our dog too! After all, they are family,” she added.
(Edited by Stela Dey)