Kriti Sanon Raksha Bandhan Ad Controversy Continues as GIVA Explains Withdrawal

The controversy surrounding Kriti Sanon's Raksha Bandhan advertisement has continued even after the jewellery brand behind the campaign removed the commercial from its platforms.

What began as criticism of the actor's outfit and the advertisement's presentation of Raksha Bandhan has developed into a wider debate over culture, women's clothing, advertising and personal choice.

The latest development came after GIVA founder Ishendra Agarwal explained that the advertisement was withdrawn primarily because of safety concerns surrounding the brand's employees and stores, rather than because the company had abandoned the campaign's message.

How the Controversy Started

The advertisement featured Kriti celebrating Raksha Bandhan in a contemporary Indo-Western outfit.

She was shown wearing a bralette-style blouse with a cape and draped skirt, while another part of the advertisement featured her tying a rakhi to a dog presented as part of the family.

The unusual presentation quickly attracted criticism on social media, with some users arguing that the campaign did not appropriately represent the traditional festival. Others defended the advertisement as a modern interpretation of family and Raksha Bandhan.

Kriti Sanon Responds

Kriti eventually addressed the criticism herself.

She questioned why a woman's cultural values should be judged primarily through her clothing.

According to her argument, festivals are fundamentally about emotions, relationships and traditions, rather than the neckline or style of someone's outfit.

She also pointed to the changing nature of ethnic fashion and said that women should not continually be told what they should wear.

Her response shifted the conversation from the advertisement itself towards a broader discussion about women's freedom and cultural expectations.

GIVA Withdraws the Advertisement

On August 26, GIVA announced that it had withdrawn the advertisement from its media platforms.

The company said it had deep respect for Indian culture, traditions and festivals and stated that causing offence to any section of society had never been its intention.

The brand's initial statement described the withdrawal as an act of respect after the campaign generated controversy.

The withdrawal immediately became another major part of the controversy.

For some critics, it represented an acknowledgement that the campaign had crossed a cultural line.

For supporters of the advertisement, it raised questions about whether online pressure had forced a brand to abandon a campaign that was intended to present a more modern interpretation of the festival.

GIVA Gives a Further Explanation

The controversy took another turn when GIVA founder Ishendra Agarwal provided additional clarification.

He said the company's belief in the intent of the campaign remained unchanged.

According to the explanation, the decision to remove the advertisement was influenced by tensions around some GIVA stores and concerns for the safety of employees working at those locations.

The founder said the immediate responsibility was to protect staff and physical stores.

This clarification suggests that the withdrawal was not necessarily a rejection of Kriti or the campaign's underlying message.

Kangana Ranaut Enters the Debate

The controversy also attracted criticism from actor and politician Kangana Ranaut.

She questioned the way Raksha Bandhan was portrayed in the advertisement and criticised Kriti's appearance in the campaign.

Her comments added another prominent voice to the debate and pushed the controversy beyond social-media discussions.

The disagreement subsequently became part of a larger public argument over whether traditional festivals should retain conventional visual representations in commercial advertising.

Support for Kriti Also Grows

The criticism was not universal.

Many social-media users defended Kriti's right to choose her clothing and argued that a festival's meaning should not be reduced to traditional dress.

The controversy also attracted political reactions, with Rahul Gandhi publicly supporting the broader argument around personal choice.

This created two very different interpretations of the advertisement: one viewing it as culturally insensitive, and another seeing it as an example of how Indian traditions can evolve.

A Separate Fake Quote Adds Another Layer

The controversy also produced a misleading social-media claim involving singer Sonu Nigam.

A statement was circulated online suggesting that Nigam had criticised the advertisement and made comments about Hindu tolerance.

Nigam himself clarified that the statement was not his and that he had not made such a comment about the controversy.

The incident became a reminder that viral claims can quickly become attached to celebrity controversies without verification.

Kriti Responds Again During Raksha Bandhan

The discussion did not disappear after the advertisement was removed.

During Raksha Bandhan, Kriti shared photographs with her sister Nupur Sanon and made a light reference to the continuing debate by joking about the “Rakhi fashion committee”.

The post was widely interpreted as a subtle response to the criticism that had surrounded the advertisement.

Rather than directly reopening the argument, Kriti appeared to use humour to address the controversy while celebrating the festival with her sister.

More Than a Fashion Controversy

The dispute has now moved beyond the original advertisement.

At its centre are several competing questions.

How should traditional Indian festivals be represented in modern advertising?

Can a contemporary fashion campaign reinterpret a traditional celebration without being accused of disrespect?

And should a woman's clothing be used as a measure of her cultural values?

There are no simple answers to these questions, which is partly why the controversy has continued even after the advertisement itself was withdrawn.

What GIVA's Decision Means

The withdrawal demonstrates the difficult position brands can face when advertising touches cultural or religious themes.

A campaign can be designed to appeal to younger audiences and present traditions differently, but the same creative decision can generate strong opposition among consumers who expect more conventional representations.

For GIVA, the immediate priority has now shifted towards protecting its employees and stores while maintaining that the campaign's original intention was positive.

The Debate Is Still Evolving

The advertisement may no longer be available on the brand's platforms, but the debate surrounding it has not disappeared.

Kriti has defended the broader idea behind the campaign.

GIVA has defended its intent while explaining why it removed the advertisement.

Critics continue to question the campaign's cultural presentation.

Supporters continue to argue that clothing should not determine a woman's respect for tradition.

The controversy therefore remains larger than one advertisement.

The Bigger Question

The Kriti Sanon-GIVA controversy highlights a growing tension in Indian advertising between traditional cultural imagery and modern representation.

Brands increasingly attempt to portray festivals through contemporary lifestyles, diverse families and changing social attitudes.

But when those changes involve deeply familiar cultural symbols, they can also generate strong public reactions.

For celebrities and brands, the episode demonstrates how quickly a promotional campaign can become a national conversation.

The advertisement has been withdrawn, but the debate over culture, personal choice and the changing representation of Indian festivals is still continuing.

For TVR, the key development now is clear: GIVA says the withdrawal was driven by safety concerns, while its founder maintains that the campaign's underlying message has not been abandoned.