Popular silver jewellery brand Giva has officially withdrawn its promotional Raksha Bandhan campaign featuring Bollywood actress Kriti Sanon. The commercial, which went live on July 20, drew severe backlash across social media platforms, with critics targeting the actress’s modern attire and questioning its alignment with traditional Indian festivals.
Following days of intense online debate, trolling, and remarks from prominent figures, the brand pulled down the commercial from all media handles and turned off comments on its official pages. Issuing a formal statement, Giva acknowledged the controversy and stated that any offense caused was entirely unintentional.
The 35-second promotional video was conceptualized to highlight family gifting and bond-sharing for Raksha Bandhan, even extending the festive gesture to include pets. In the commercial, Kriti Sanon is seen wearing an ivory-toned, Indo-Western ensemble featuring a bralette-style blouse paired with a matching cape and draped skirt while performing rituals.
However, the styling choice triggered immediate friction online. A large section of internet users objected to the plunging neckline and modern silhouette, calling it unsuitable for a festival deeply rooted in cultural customs. Disapproving comments flooded social media platforms, with one user writing, “Bikini mein bhai ko rakhi kaun baandhta hai?” while others accused the brand of staging an offensive mockery of Hindu traditions. The inclusion of a sequence where a rakhi is tied to a barking pet dog further divided opinion.
The debate escalated further when fellow actor and politician Kangana Ranaut weighed in on the matter, criticizing the styling choice via social media and describing the advertisement’s visual presentation as inappropriate for the festive occasion.
Amid the mounting criticism, Kriti Sanon took to her official Instagram page to address the controversy head-on. Defending her choices, the actress shared a powerful statement questioning the constant moral policing of women’s clothing:
“The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions. Rakshabandhan is a bond of protection. My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would have. We pray for each other’s health, happiness & long life. And for us, this prayer and promise extends to our dogs too! After all, they are family!”
Taking a firm stance against the ongoing policing of female attire, Sanon added:
“Also, when will we stop telling women what to wear?? Ethnic fashion has evolved over the years, but still a woman’s respect for her culture is measured with just her clothes!! Culture & Traditions are in her heart, not in her neckline!”
Her statement sparked a broader industry conversation, receiving support from various quarters, including political figures who advocated for personal freedom and bodily autonomy.
As the public debate intensified, Giva decided to retract the campaign entirely to restore peace ahead of the festive season. In an official statement shared on its Instagram handle, the brand noted:
“We have the highest regard and deep respect for Indian culture, traditions and festivals. As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets.”
The statement from Giva concluded with an apology and confirmation of the withdrawal:
“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. Wish you all the love & positivity this festive season!”
While the commercial has been scrubbed from official company channels, the incident has reignited active debates across digital media regarding creative liberties, modern fashion interpretations, and the fine line brands tread when fusing contemporary styling with traditional Indian celebrations.
By: Bollyo
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