Kriti Sanons Rakhi ad removed by brand day after feud erupts over clothing

PTC News Desk: Jewellery brand GIVA has removed its Raksha Bandhan advertisement featuring actor Kriti Sanon after it faced criticism on social media over her outfit. The decision came a day after Kriti defended her clothing, while actor and BJP MP Kangana Ranaut also criticised the advertisement.

In a statement posted on its official Instagram account on Wednesday, GIVA said it has great respect for Indian culture, traditions and festivals. The company explained that the campaign was meant to include pets in the spirit of Raksha Bandhan. However, after the controversy grew online, the brand decided to remove the advertisement from all platforms “out of respect.”

GIVA added that it did not intend to hurt anyone’s sentiments through the advertisement.

“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 Out of respect, we have withdrawn the said advertisement from all media.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 brand said.

What was shown in the advertisement?

The advertisement showed Kriti celebrating Raksha Bandhan while wearing a bralette-style blouse with a cape and a draped skirt. Some social media users criticised her outfit and questioned whether it was appropriate for a festival-focused campaign.

The controversy grew after Kangana Ranaut criticised the advertisement and questioned Kriti's choice of clothes while tying a rakhi.

Kriti later responded to the criticism and defended her outfit. She said festivals should be about emotions, traditions and relationships rather than judging women based on what they wear.

In her response, Kriti said, “Culture & Traditions are in her heart, not in her neckline.”

She also defended the advertisement’s decision to include her pet in the Raksha Bandhan celebrations, saying that dogs are an important part of many families.