Mumbai / New Delhi, August 26, 2026: Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring actress Kriti Sanon, a day after the actress publicly defended her outfit that had drawn widespread criticism online. The brand stated that it holds Indian culture, traditions and festivals in the highest regard and decided to pull the campaign “out of respect” after acknowledging that it had inadvertently hurt the sentiments of some sections of society.
In its official statement shared on Instagram, GIVA said: “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 Out of respect, we have withdrawn the said advertisement from all media.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!”
The advertisement had sparked controversy primarily over Kriti Sanon’s choice of attire — an off-white bralette-style blouse paired with a cape and draped skirt — which many viewers felt was inappropriate for a campaign centred on the sacred brother-sister festival of Raksha Bandhan. Critics argued that the styling shifted focus away from the spiritual and cultural essence of the occasion and towards a fashion-driven visual that appeared designed more for attention than tradition.
A day before the withdrawal, Kriti Sanon had addressed the criticism in a note on Instagram. She wrote that the essence of festivals lies in emotions and the meaning attached to traditions rather than clothing. She questioned the practice of measuring a woman’s respect for culture by her neckline and asked when society would stop telling women what to wear. She also shared how she and her sister celebrate the festival by tying rakhi to each other and extending the bond of protection to their pets.
Reacting to the brand’s decision to withdraw the advertisement, Sonu Tyagi, Founder of Go Spiritual and Approach Entertainment, welcomed the move. Tyagi had earlier spoken out against the revealing outfit in the campaign, emphasising that Raksha Bandhan is a deeply spiritual tradition rooted in the pure and protective bond between siblings.
“This is not a film where creative liberty sometimes requires certain kinds of costumes for storytelling. This is an advertisement specifically made for Raksha Bandhan. Brands and creators must understand the context and culture while making advertising for Hindu festivals,” Tyagi had said. He had questioned why a woman needed to appear in a revealing dress to celebrate the festival and asked whether the same approach would have been accepted if a male actor had appeared in similar attire.
“Sacred bonds deserve dignity. Just for views, virality or commercial impact, Hindu traditions and women’s dignity should not be exploited. When the focus shifts to a revealing outfit, the audience stops seeing the festival and starts seeing only the clothing,” he had added.
Welcoming GIVA’s decision, Tyagi noted that the brand’s acknowledgement and withdrawal reflect a positive step towards greater cultural sensitivity. “It is encouraging when brands listen to public sentiment and choose respect over controversy. Festivals carry deep emotional and spiritual meaning for millions. Advertising around them should enhance that meaning rather than distract from it.”
The episode has once again highlighted the ongoing debate around cultural sensitivity in commercial advertising, particularly during religious and traditional festivals, and the responsibility of brands and celebrities to balance creativity with respect for public sentiments.
