MUMBAI: Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring Bollywood actress Kriti Sanon after the campaign triggered criticism over her outfit and a scene showing her tying a Rakhi to her pet dog.
The campaign showed Sanon wearing an Indo-Western ensemble featuring a bralette, skirt and cape in a traditional festival setting. Some social media users argued that the clothing did not suit the cultural context of Raksha Bandhan.
Meanwhile, others objected to the portrayal of Sanon tying a Rakhi to her dog, questioning whether the ritual should extend to pets.
Following the backlash, GIVA removed the advertisement from its platforms and said it never intended to hurt public sentiments or cultural values.
Kriti Sanon Defends Festival Message and Clothing Choice
Before GIVA withdrew the campaign, Sanon responded to criticism on social media and argued that clothing should not determine a person’s respect for culture.
She said tradition “lives in a person’s heart, not in their neckline,” defending her choice of attire.
Furthermore, Sanon explained that she viewed Raksha Bandhan as a celebration of protecting loved ones. From her perspective, that sentiment could extend beyond siblings to other family members and pets.
Madhu Chopra Stresses Importance of Cultural Context
Meanwhile, producer and Priyanka Chopra’s mother Dr Madhu Chopra weighed in on the controversy during the Women Building Cinema Together event in Mumbai.
Chopra acknowledged individual freedom over clothing but argued that people should also consider dignity, cultural sensitivities and the setting in which particular outfits appear.
She said modern or bold clothing may be appropriate in certain environments but not necessarily in every context.
Additionally, Chopra referred to her own children, including Priyanka Chopra, noting that they frequently wear contemporary designs professionally.
However, she maintained that matching aesthetics with the occasion remains important.
Consequently, the controversy has renewed debate over creative freedom, advertising choices and the representation of cultural traditions in commercial campaigns.
