Indian Jeweller Pulls Rakshabandhan Ad After Actress’s Outfit Sparks Backlash

Sun Sep 06 2026 04:24:17 GMT+0000 (Coordinated Universal Time)

A Giva jewellery ad featuring Kriti Sanon was removed amid criticism over her revealing outfit and a scene tying a rakhi on a pet dog.

Giva's Rakshabandhan advertisement was pulled after critics decried actress Kriti Sanon's cropped top, skirt, and cape outfit, calling it "creepy". BJP MP and actress Kangana Ranaut sparked the backlash by questioning why a woman would tie a rakhi in such attire. Sanon defended her choice, arguing cultural sentiment lies in heart, not clothes, and the ad’s pet‑rakhi scene was meant to celebrate bond with loved ones. The brand apologized, citing respect for tradition and withdrew the campaign from all media. This incident follows previous controversies like Tanishq’s ad removal over an interfaith couple in 2020.

Indian jewellery brand Giva has withdrawn its new Rakshabandhan advertisement after the ad featuring Bollywood actress Kriti Sanon in a cropped top, skirt and cape sparked a backlash. Critics found the ensemble too revealing for a traditional festival, while a scene in the ad where Sanon ties a rakhi on a pet dog added to the controversy.

The row began when BJP MP and actress Kangana Ranaut labeled the ad "intentionally creepy" and questioned why someone would tie a rakhi in a bikini. Ranaut did not name Sanon directly, but her comments alluded to the actor.

Sanon responded in an Instagram story, asserting that cultural traditions reside in one’s heart rather than clothing. She also defended the pet‑rakhi scene, explaining the sense of protection for loved ones it symbolized.

Support for Sanon came from Congress MP Rahul Gandhi, who defended her sartorial freedom, while others accused Ranaut of moral policing. Some pointed out that even Ranaut has worn Western outfits in the past.

Despite Sanon’s defence, Giva announced it was pulling the ad. The company said: "We have the highest regard and deep respect for Indian culture, traditions and festivals. As a brand, we celebrate these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets." They added that the withdrawal was made out of respect for any hurt sentiments.

Giva is not the first Indian brand to pull an ad after social media backlash. In 2020, jewellery brand Tanishq had to withdraw a campaign featuring an interfaith couple following right‑wing criticism. The situation highlights ongoing debates over what constitutes appropriate attire for Indian women in public and in media.