In the world of social media, celebrity fashion choices often become the center of heated debates. Recently, Bollywood actress Kriti Sanon found herself in the middle of a massive online controversy regarding a festive advertisement. What started as a celebratory jewelry campaign for Raksha Bandhan quickly spiraled into a national conversation about women’s clothing, cultural expectations, and personal freedom.
Here is a complete breakdown of the incident, the public reactions, and the brand’s response.
What Was the Kriti Sanon Raksha Bandhan Advertisement About?
In August 2026, popular jewelry brand GIVA released a Raksha Bandhan campaign featuring their brand ambassador, Kriti Sanon. The advertisement showcased a heartwarming, modern take on the festival, with Sanon celebrating Rakhi alongside her brother and their pet dog. The core message focused on the bond of protection, extending it beyond conventional sibling roles to include pets as beloved family members.
Why Did Kriti Sanon’s Outfit Spark Outrage?
The primary trigger for the online backlash was not the ad’s message, but the actress’s styling. For the shoot, Kriti Sanon wore an Indo-Western ensemble consisting of a deep-neck, bralette-style ivory blouse, a draped skirt, and a cape.
A significant section of social media users took offense to the attire, branding it “inappropriate” and “vulgar” for a traditional Indian festival. Critics argued that festive wear should strictly adhere to traditional, modest norms, and felt that the plunging neckline clashed with the sanctity of Raksha Bandhan. Conversely, her supporters defended the look as a stylish, modern interpretation of ethnic wear, pointing out the double standards that women constantly face regarding their bodies and fashion choices.
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How Did Kangana Ranaut and Other Leaders React?
The controversy gained massive traction when fellow actress and BJP MP Kangana Ranaut publicly condemned the advertisement. Ranaut criticized the outfit choices heavily, questioning the concept of tying a Rakhi while wearing what she described as “a bikini-like outfit”.
However, Sanon also received strong backing from various quarters. Leader of the Opposition in the Lok Sabha, Rahul Gandhi, showed his support by sharing a message against the online policing of women. He emphasized that a woman’s freedom to choose what she wears and does should not be subjected to trolling or societal control.
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What Was Kriti Sanon’s Response to the Trolls?
Never one to stay silent in the face of unfair criticism, Kriti Sanon delivered a sharp and eloquent response to the trolls. Taking to social media, she questioned why society continues to measure a woman’s respect for her culture based solely on the clothes she wears.
She asserted, “The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions”. Sanon beautifully concluded her statement by stating, “Culture and traditions are in her heart, not in her neckline,” firmly shifting the focus back to the genuine meaning of the festival rather than superficial appearances.
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Months later, Sanon doubled down on her stance by liking an Instagram post that highlighted society’s skewed priorities, questioning why a woman showing cleavage in an ad sparks more national outrage than serious crimes against women.
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Did GIVA Withdraw the Controversial Advertisement?
As the debate intensified and transformed into a political and cultural row, GIVA decided to step back. The jewelry brand officially withdrew the commercial from all its media platforms.
In a public statement, GIVA clarified that they hold Indian culture, traditions, and festivals in the highest regard, and taking down the ad was a decision made out of respect. The brand emphasized that it never intended to inadvertently hurt the sentiments of any segment of society and subsequently replaced the campaign with new advertisements featuring characters in more conventional festive attire.
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