GIVA Pulls Raksha Bandhan Ad Featuring Kriti Sanon After Political Row
MUMBAI — Jewellery brand GIVA has withdrawn its Raksha Bandhan advertising campaign featuring actor Kriti Sanon following a widespread public controversy over her outfit, which drew sharp remarks from BJP MP Kangana Ranaut and backing from Congress leader Rahul Gandhi.
The commercial featured Sanon wearing an Indo-Western outfit comprising a bralette-style blouse, cape, and draped skirt. While intended as a festive promotion ahead of Raksha Bandhan, the campaign faced criticism on social media, where several users questioned whether the styling was appropriate for the festival and pointed out the absence of traditional elements such as a puja thali and tilak.
The row intensified after actor-turned-politician Kangana Ranaut criticized the campaign on her Instagram Story. Ranaut questioned why a woman would tie a Rakhi wearing what she described as a bikini or undergarments, arguing that women have numerous wardrobe choices ranging from cocktail dresses and lehenga cholis to saris and salwar kameez. Calling the advertisement "intentionally creepy," Ranaut raised objections to the portrayal of the festival.
Sanon responded to the criticism on Instagram without naming Ranaut directly. She stated that the essence of a festival is rooted in emotional significance rather than attire, explaining that she and her sister tie Rakhi to each other and pray for each other's health, happiness, and long life, while extending the same sentiment to their dogs. Questioning why women continue to face scrutiny over their clothes, Sanon wrote, "Culture & Traditions are in her heart, not her neckline!"
The controversy subsequently took a political turn when Leader of Opposition in the Lok Sabha Rahul Gandhi publicly backed Sanon. In an Instagram post, Gandhi wrote, "What a woman wears, what she does and where she goes - is her choice. Stop trolling women for exercising their freedom."
Following the debate, GIVA announced on Instagram that it had withdrawn the campaign across all media. The brand stated that it held the "highest regard and deep respect" for Indian traditions and aimed to celebrate the festival with families and pets. GIVA added that it pulled the advertisement out of respect after inadvertently hurting sentiments.
