Mumbai: Jewellery brand GIVA has officially pulled its latest Raksha Bandhan advertising campaign featuring Bollywood actor Kriti Sanon following intense social media backlash over her festive attire. The commercial drew scrutiny online from viewers who questioned the appropriateness of Sanon’s contemporary ensemble—a bralette-style top paired with a flowing cape and draped skirt—for a traditional festive campaign.
Prior to the withdrawal, Sanon addressed the growing online controversy on Instagram, defending modern ethnic choices and stressing that festivals represent emotional bonds rather than strict sartorial rules. She stated that cultural devotion stems from genuine intent rather than necklines, sharing that she celebrates the festival with her sister and family pets. Actor and Member of Parliament Kangana Ranaut had also entered the debate, publicly criticising the wardrobe selection as unsuitable for the traditional occasion.
Responding to the intensifying debate, GIVA released a public statement on Wednesday announcing the complete removal of the campaign across all media channels. The brand expressed deep respect for Indian cultural heritage and traditions, stating that causing public offence was never its intention. Company representatives noted that the decision to retract the promotional material was made out of consideration for community sentiments.
