Giva Withdraws Rakhi Ad After Outfit Backlash

Giva, a leading Indian jewellery brand, quietly pulled its recently launched Rakshabandhan (Rakhi) advertisement after a wave of criticism over the outfit worn by Bollywood star Kriti Sanon.

The ad, which originally aired during the Rakhi festival, showed Sanon tying the sacred thread to her brother’s wrist while wearing a cropped top, skirt and a cape. Critics decried the ensemble as too revealing for a traditional celebration. Prominent MP Kangana Ranaut labelled the ad "intentionally creepy" and questioned why a woman would celebrate a holy occasion in a bikini‑style garment.

Sanon counter‑took the debate on social media, saying "culture and traditions are in a woman’s heart, not her neckline". She highlighted her right to choose a modern look, noting that the essence of Rakhi is the emotional bond, not the clothing worn. She also defended her decision to tie Rakhi to her pet dog, asserting that the festival’s spirit extends to all loved ones.

While Sanon’s comments earned support from Congress MP Rahul Gandhi and other voices condemning moral policing, the backlash continued. Critics, including a commenter who described Sanon’s top as a bralette, labeled the outfit "out of touch" with Hindu festivals, and others raised concerns about tying Rakhi to a pet.

After the public outcry, Giva released an Instagram statement withdrawing the ad. The company cited "the highest regard and deep respect for Indian culture, traditions and festivals" as the reason for pulling the campaign from all media. The statement read: "If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all. Out of respect, we have withdrawn the advertisement from all media."

Giva is not the first jewelry brand to face such fallout. In 2020, Tanishq withdrew an ad featuring an interfaith couple after right‑wing backlash. The episode underscores ongoing disputes in India over women's dress codes and cultural propriety.

For more information, see the original ad and Giva’s Instagram announcement: https://www.instagram.com/p/DcfQWS-PSJo/