Bollywood actress Kriti Sanon has found herself at the centre of a fresh social media controversy after a Raksha Bandhan advertisement featuring her was withdrawn by jewellery brand GIVA. The campaign, which was intended to highlight the bond of protection and family, came under heavy criticism online because of Kriti’s outfit and a scene involving a pet dog.
The controversy intensified after actress and BJP MP Kangana Ranaut commented on the advertisement and questioned Kriti’s choice of clothing. Soon after, Kriti responded to the criticism through an Instagram Story, turning the advertisement into a wider debate about women’s clothing, festivals and cultural traditions.
Why Was Kriti Sanon’s Rakhi Advertisement Removed?
The jewellery brand GIVA eventually removed the Raksha Bandhan advertisement from its platforms following the backlash.
According to the brand’s statement, GIVA said it has deep respect for Indian culture, traditions and festivals. The company explained that the intention of the campaign was to celebrate Raksha Bandhan while extending the idea of love and celebration to pets.
The company added that if the advertisement had unintentionally hurt the sentiments of some sections of society, that was not its intention. It subsequently decided to withdraw the advertisement “out of respect.”
What Was Kriti Sanon Wearing in the Ad?
The advertisement showed Kriti Sanon celebrating Raksha Bandhan while wearing a bralette-style blouse, cape and draped skirt.
Some social media users criticised the outfit, arguing that it did not fit their expectations of clothing associated with the festival. The advertisement also attracted comments because Kriti was shown tying a rakhi to a dog.
The backlash eventually became large enough for the brand to take the commercial down.
Kangana Ranaut’s ‘Bikini’ Remark
The controversy took another turn after Kangana Ranaut commented on Kriti’s advertisement.
Kangana questioned why Kriti would tie a rakhi to her brother while wearing what she described as a “bikini/undergarments.” She also described the advertisement as “intentionally creepy.”
Her remarks quickly became part of the larger social media debate surrounding the advertisement.
Rather than remaining limited to a discussion about an advertising campaign, the controversy soon became a debate about whether a woman’s clothing should determine how her participation in a traditional festival is viewed.
Kriti Sanon Hits Back at Critics
Kriti Sanon later responded to the criticism through Instagram Stories.
Without directly naming Kangana, Kriti argued that the meaning of a festival should not be determined by the clothes a woman wears. She questioned why women continue to face scrutiny over their clothing and said that culture and traditions are connected to emotions and values rather than a person’s neckline or outfit.
Kriti also addressed criticism over the fact that she tied a rakhi to a dog.
She explained that she and her sister consider their dogs part of the family and that the idea of Raksha Bandhan, for them, represents a bond of protection and love.
Nupur Sanon Also Reacts
The controversy also prompted a response from Kriti’s sister Nupur Sanon.
Nupur shared Kriti’s statement and defended her sister’s right to decide what she wears. Her response added another layer to the growing online discussion surrounding the advertisement and Kangana’s comments.
Kangana Later Clarifies Her Position
Interestingly, the controversy did not end with Kangana’s initial remarks.
In a subsequent statement, Kangana said that a woman can wear whatever she wants on Raksha Bandhan. Her later comments became another talking point because they came after her earlier criticism of Kriti’s advertisement.
This added to the back-and-forth surrounding the campaign, with social media users discussing both actresses’ statements.
Why Did the Ad Become Such a Big Controversy?
There were several elements that contributed to the backlash.
First was Kriti Sanon’s outfit, which some viewers considered inappropriate for a Raksha Bandhan campaign.
Second was the decision to show the actress tying a rakhi to a pet dog, which also received criticism from some sections of social media.
Third was the intervention of prominent public figures, particularly Kangana Ranaut, which pushed the controversy beyond a conventional advertising debate.
Finally, Kriti’s response transformed the discussion into a wider conversation about women’s clothing, cultural traditions and social expectations.
GIVA’s Decision to Withdraw the Campaign
After the controversy grew, GIVA removed the advertisement from its media platforms.
The company did not say that the advertisement was removed because Kriti’s outfit was inappropriate. Instead, its public explanation focused on respecting Indian culture and traditions and on the possibility that the campaign had unintentionally hurt the sentiments of some people.
The development shows how quickly a celebrity-led advertising campaign can become controversial when social media reactions collide with questions around festivals and cultural representation.
Kriti Sanon Rakhi Ad Controversy Explained
The controversy can be understood in a simple timeline:
Kriti Sanon’s GIVA advertisement → social media criticism → Kangana Ranaut’s comments → Kriti’s response → further online debate → GIVA withdraws the advertisement.
The incident has now become one of the most discussed Bollywood advertising controversies surrounding Raksha Bandhan in 2026.
Kriti Sanon’s Raksha Bandhan advertisement was intended as a festive campaign celebrating love, protection and family, but criticism over her outfit and the inclusion of her pet quickly turned it into a major social media controversy.
Kangana Ranaut’s comments brought additional attention to the campaign, while Kriti Sanon’s response shifted the conversation toward women’s clothing and the way cultural traditions are interpreted.
Ultimately, GIVA decided to withdraw the advertisement, saying the move was made out of respect for Indian culture and traditions.