Kriti Sanon’s Raksha Bandhan Ad Pulled Down By Brand After Backlash

Kriti Sanon’s Raksha Bandhan advertisement has taken another turn. After days of criticism over the campaign, jewellery brand GIVA has decided to withdraw the ad from all media, saying it did not intend to hurt anyone’s sentiments.

The Ad Faced Backlash

The campaign featured Kriti in an off-white Indo-Western outfit while celebrating Raksha Bandhan. Her styling became the centre of criticism online, with some viewers questioning whether the look was appropriate for a campaign around a traditional festival.

Kangana Ranaut Added To The Debate

The controversy grew after Kangana Ranaut criticised the advertisement and questioned Kriti’s choice of outfit while tying a Rakhi. Her comments added another layer to the already heated social media discussion surrounding the campaign.

Kriti Defended Her Choice

Before the brand withdrew the campaign, Kriti responded to the criticism by saying that the essence of festivals lies in their emotions and traditions rather than clothing. She also explained that she and her sister tie Rakhi to each other and that their bond of protection extends to their dogs, whom they consider family.

GIVA Withdraws The Advertisement

GIVA has now removed the advertisement from all media. In its statement, the brand said it has “the highest regard and deep respect” for Indian culture, traditions and festivals, adding that if the advertisement inadvertently hurt some people’s sentiments, that was not the intention.

The Bigger Conversation

The controversy has moved beyond one advertisement and into a larger debate around fashion, cultural representation, women’s choices and how brands approach traditional festivals. Kriti’s response focused on personal freedom and the emotional meaning of Raksha Bandhan, while the brand’s decision reflects its attempt to address the backlash.

KnowBuddys Take

The ad was meant to sell jewellery, but ended up selling a much bigger debate. Kriti defended the look, the internet debated it, and the brand eventually pulled it down. Sometimes the controversy becomes bigger than the campaign itself.