CNN Central News & Network-ITDC India Epress/ITDC News Bhopal: Jewellery brand GIVA’s Raksha Bandhan advertisement featuring actress Kriti Sanon has sparked a major controversy on social media, with the debate extending into the political sphere. The campaign attracted criticism over Sanon’s outfit and the portrayal of Raksha Bandhan, while supporters defended the actor’s personal choice and the advertisement’s broader message.
The advertisement showed Sanon celebrating Raksha Bandhan with her brother and pet dog. She was seen tying a Rakhi to her pet, presenting the festival’s bond of protection as something that can also extend to animals considered part of the family. However, a section of social media users objected to her contemporary outfit and questioned whether it was appropriate for a traditional festival.
The controversy intensified after BJP MP and actor Kangana Ranaut criticised the campaign and questioned Sanon’s clothing choice. Sanon subsequently defended the advertisement, arguing that festivals should be understood through their emotions and traditions rather than being reduced to judgments about a woman’s clothing.
Congress leader Rahul Gandhi also came out in support of Sanon, stressing that women should have the freedom to decide what they wear and how they live. His intervention added a political dimension to what had initially been a social-media debate around a festive advertising campaign.
Amid the growing backlash, GIVA decided to withdraw the advertisement from all media. The company said it respects Indian culture, traditions and festivals and stated that causing offence was never its intention.
The controversy has consequently developed into a wider discussion about women’s freedom, cultural sensitivity, advertising choices and the changing interpretation of traditional festivals. It also highlights the challenges brands face when combining contemporary fashion with culturally significant occasions in India.
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