Kriti Sanon’s Giva rakhi ad removed amid controversy

The controversy began after a section of users objected to Kriti’s outfit in the ad

by e4m Staff
Published: Aug 26, 2026 12:34 PM | 2 min read

Giva has withdrawn its Raksha Bandhan advertisement featuring Kriti Sanon following criticism over her outfit and the portrayal of the festival.
The controversy was fueled by social media backlash, including comments from BJP MP Kangana Ranaut, who labeled the campaign as "intentionally creepy."
Kriti Sanon defended the ad, emphasizing that festivals should focus on emotions and traditions rather than women's clothing, and explained her choice to tie a rakhi to her dog as a reflection of family bonds.
Giva issued a statement acknowledging respect for Indian culture and traditions, stating the advertisement was removed to address any unintended offense caused.

Giva has removed its Raksha Bandhan advertisement featuring Kriti Sanon after the campaign faced criticism on social media over the actor’s outfit and its portrayal of the festival.

The controversy began after a section of users objected to Kriti’s outfit in the ad. Actor and BJP MP Kangana Ranaut also criticised the campaign, calling it “intentionally creepy.” She questioned why Kriti was shown tying a rakhi while wearing what she described as a bikini.

When brand message gets lost in the look: GIVA’s Rakhi campaign sparks debate

Kriti later responded to the criticism, saying that festivals are about emotions and traditions rather than what a woman wears. She also questioned the constant scrutiny of women’s clothing, saying that culture and traditions are not defined by a woman’s neckline.

The actor also defended the ad’s portrayal of her tying a rakhi to a dog, explaining that her pets are part of her family and that the bond of protection celebrated during Raksha Bandhan extends to them as well.

Amid the backlash, GIVA issued a statement expressing its respect for Indian culture, traditions and festivals. The brand said that if the advertisement had inadvertently hurt the sentiments of some people, that was not its intention.

“Out of respect, we have withdrawn the said advertisement from all media,” GIVA said.

Kriti’s sister Nupur Sanon also supported her, while Congress MP Rahul Gandhi backed Kriti’s right to choose what she wears.

The controversy has sparked a wider debate over women’s clothing, cultural traditions and how brands portray Indian festivals in modern advertising.