Kriti Sanon was recently trolled for featuring in a Raksha Bandhan jewellery advertisement for wearing a deep-neck bralette-style blouse. Trolls said that the outfit was inappropriate for a campaign centred around a traditional Indian festival. Kangana Ranaut also commented on the outfit, questioning why one would tie a Rakhi to their sibling in an outfit like this.
Soon after, the jewellery brand GIVA pulled down its Raksha Bandhan advertisement. The brand’s founder has now explained that the ad was withdrawn over concerns about the physical safety of its on-ground staff after a few incidents led to an unsafe environment. However, the founder maintained that the brand continues to stand by the message behind the campaign.
Kriti sanon wearing
a bra while tying a rakhi to her brother in a new jewellery Ad by GIVA. You won’t see them making fun of either Eid or Christmas. pic.twitter.com/EcSmwyhiNT
— smh (@seemhuh) August 22, 2026
Jewellery Brand’s Founder Reacts To Ad Controvery
The brand’s founder, Ishendra Agarwal, wrote on his Instagram stories, “I have been following the conversations around our Rakshabandhan campaign with Kriti and particularly the perception that we did not stand by the campaign or the message behind it. I want to be clear. Our belief in the intent behind the campaign remains unchanged. The campaign was created in close collaboration with Kriti, and reflected a shared belief in celebrating Rakshabandhan in a way that brings families together. We remain fully aligned with Kriti on the intent and spirit behind the campaign.”
The decision to remove the video was taken after tensions around some of the brand’s stores escalated, with a few incidents creating an unsafe environment for its on-ground teams. “In that moment, our first responsibility was to ensure the physical safety of our on-ground people and our stores and I’d never allow them to be harmed,” the founder mentioned.
GIVA’s Official Statement
On August 26, GIVA took to Instagram and shared an official statement. They said it had decided to withdraw the commercial from all media platforms “out of respect”, reiterating its regard for Indian culture, traditions and festivals. The statement read, “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.”
It further read, “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 festival.”
What Did Kriti Sanon Say?
Kriti Sanon had also issued a strong statement, questioning why women continue to be judged by what they wear. She pointed out that festivals are ultimately about the emotions and relationships behind them, rather than the clothes someone chooses to wear.
“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! Afterall, they are family!” she wrote.
The actor then addressed the wider issue of women being told what is and isn’t appropriate to wear. “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!” wrote the actress.
