Published : 26 Aug 2026, 05:40 PM
Updated : 08 Sep 2026, 09:36 AM
Jewellery brand GIVA withdraws its festive campaign after Kriti hits back at criticism of her outfit and Kangana Ranaut describes the ad as “intentionally creepy”
Entertainment Desk,
Jewellery brand GIVA has removed a Raksha Bandhan advertisement featuring Kriti Sanon after the Bollywood actor found herself at the centre of a social media storm over her outfit — and a public swipe from actor-turned-BJP MP Kangana Ranaut.
The ad was pulled a day after Kriti hit back at critics questioning what she wore in the commercial, arguing that respect for culture and tradition should not be judged by a woman’s clothes, Indian broadcaster NDTV reports.
The campaign showed Kriti celebrating Raksha Bandhan in a bralette-style blouse paired with a cape and draped skirt. She was also shown tying a rakhi to a dog, another element that drew criticism online.
Kangana joined the debate, criticising Kriti for “tying rakhi in a bikini” and describing the advertisement as “intentionally creepy”.
GIVA subsequently announced that it was withdrawing the campaign from all platforms.
“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 company said in a statement on Instagram.
“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 Out of respect, we have withdrawn the said advertisement from all media.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!”
Kriti Hits Back
Before the ad was withdrawn, Kriti had responded to the criticism in a statement on her Instagram Stories.
“The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions...” she wrote.
She then took aim at the wider scrutiny of women’s clothing.
“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 by just her clothes!! Culture & traditions are in her heart, not in her neckline!” she wrote.
The “Cocktail 2” actor also responded to criticism over the decision to show her tying a rakhi to a dog.
“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,” she added.
Raksha Bandhan is a Hindu festival traditionally celebrating the bond between brothers and sisters, symbolised by a sister tying a rakhi around her brother’s wrist.….…
