Giva Pulls Rakhi Ad After Criticism Over Actress's Outfit

Giva, an Indian jewellery brand, has removed a Rakshabandhan (Rakhi) advertisement that featured Bollywood actress Kriti Sanon, after a wave of backlash over the outfit she wore in the ad. The ad showed Sanon tying a Rakhi thread to a brother and a pet dog while dressed in a cropped top, skirt and cape.

Critics, most notably BJP MP and public figure Kangana Ranaut, called the advertisement “intentionally creepy” and questioned the appropriateness of a bikini‑style look for a traditional festival. Though Ranaut did not name Sanon directly, her comments were clearly aimed at the actress.

Sanon defended her choice on social media, asserting that the essence of festivals lies in emotions rather than clothing and calling on society to stop policing women's attire. She also mentioned that adding a Rakhi to her pet was symbolic of the protective nature of the festival.

Giva released a statement on Instagram acknowledging the controversy and expressing “deep respect for Indian culture, traditions and festivals.” The brand announced that it had withdrawn the ad from all media outlets, citing an apology to those who found the advertisement offensive.

This incident follows previous controversies, such as Tanishq’s withdrawal of a 2020 ad featuring an interfaith couple after right‑wing criticism. It underscores an ongoing debate in India about women’s dress codes and the extent to which public and political figures influence personal style choices.