Kriti Sanon’s Raksha Bandhan ad removed after Kangana Ranaut says ‘can’t tie Rakhi in bikini’; brand cites respect for culture

A jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring actor Kriti Sanon a day after she defended the campaign against online criticism over her outfit. The ad had sparked a debate on social media, with several users questioning whether Sanon’s off-white ensemble—featuring a bralette-style blouse, cape, and draped skirt—was suitable for a festival traditionally associated with respect for cultural attire. Kriti Sanon responded to the criticism in an Instagram post on August 25, emphasizing that the essence of festivals lies in emotions and traditions rather than clothing. She wrote, ‘The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions. Rakshabandhan is a bond of protection. My sister and I tie rakhi to each other.’ She extended the bond and prayers for health, happiness, and long life to their dogs, stating, ‘they are family.’ Sanon also questioned the practice of judging women’s respect for culture based solely on their clothing, saying, ‘Culture & Traditions are in her heart, not in her neckline! Also, when will we stop telling women what to wear? Ethnic fashion has evolved over the years, but a woman’s respect for her culture is still measured by her clothes.’ On Wednesday, the brand issued a statement on Instagram, announcing the withdrawal of the advertisement. ‘We have the highest regard and deep respect for Indian culture, traditions, and festivals,’ the statement read. It added that the brand had always celebrated such occasions with the entire family. ‘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 Out of respect, we have withdrawn the said advertisement from all media,’ the statement concluded. The controversy also drew criticism from actor and BJP MP Kangana Ranaut. On August 24, she questioned the festive appropriateness of Sanon’s outfit while noting that women today have a wide range of clothing choices. ‘It’s a wonderful time to be a woman, our closets are full of variety of clothes... from all the options that are available to us today, why would you tie your brother a Rakhi in your bikini/underwear?’ she wrote.