A Raksha Bandhan campaign fronted by Kriti Sanon has now been pulled down after drawing sharp criticism online, with jewellery brand GIVA issuing a public statement saying it did not intend to hurt sentiments. The withdrawal came a day after Kriti defended both the ad and her wardrobe choice, turning what began as a festive campaign into a larger debate around culture, clothing, and who gets to define tradition.
Giva Withdraws The Raksha Bandhan Campaign
On Wednesday, August 26, GIVA said it had taken down the advertisement across platforms. In its official statement, the brand said, “We have the highest regard and deep respect for Indian culture, traditions and festivals.” It added that the campaign was conceived around the idea of widening the celebration beyond immediate family, saying, “this time we wanted to extend the love and celebration to our pets.”
As criticism escalated online, the company also addressed the backlash directly. GIVA said, “If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all.” The statement ended with a clear step back from the campaign: “Out of respect, we have withdrawn the said advertisement from all media.”
Kriti Sanon Responded Before The Ad Was Removed
Before the brand withdrew the commercial, Kriti had posted a strongly worded response defending the spirit of the campaign. She wrote, “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.”
The actor also brought in a personal example, sharing that she and her sister Nupur Sanon tie rakhi to each other because they believe that bond of care and protection does not belong to brothers alone. She then addressed the policing of women’s clothing head-on, writing, “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!!” Kriti signed off with one of the most widely shared lines from her note: “Culture & Traditions are in her heart, not in her neckline!”
Kriti Sanon’s Recent And Upcoming Work
The controversy arrives during an active phase in Kriti Sanon’s career. In 2024, she starred opposite Shahid Kapoor in Teri Baaton Mein Aisa Uljha Jiya, a sci-fi romantic comedy that marked a distinctly playful shift in her mainstream screen choices. The same year, she also featured in Crew, the heist comedy led by Kareena Kapoor Khan, Tabu, and Kriti, which gave her one of the year’s most visible ensemble commercial outings.
Kriti then headlined Do Patti, which premiered on Netflix on October 25, 2024. The thriller was especially notable because it marked her production debut under Blue Butterfly Films, with Kriti also taking on a dual role. Looking ahead, Tere Ishk Mein remains one of her confirmed upcoming films, keeping her firmly in the mix as she balances star-led commercial cinema with more ambitious, image-shaping choices.
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