Kriti Sanon defended her outfit and questioned the idea of judging culture through clothing, but GIVA later withdrew the Raksha Bandhan campaign.
Kriti Sanon Raksha Bandhan advertisement for jewellery brand GIVA has been withdrawn after criticism on social media over the actress’ outfit and the way the festival was presented in the campaign.
The controversy grew after Kriti responded to the criticism on Instagram and questioned the idea of judging a woman’s respect for culture through her clothing. Her response drew both support and criticism, with actress Kangana Ranaut questioning the advertisement and Congress leader Rahul Gandhi backing Kriti’s right to choose what she wears.
GIVA has now removed the campaign from its media platforms, saying that it has deep respect for Indian culture, traditions and festivals.
What happened to Kriti Sanon’s Raksha Bandhan ad?
The GIVA campaign featured Kriti Sanon celebrating Raksha Bandhan in an Indo Western outfit comprising a bralette style blouse, cape and draped skirt. The advertisement also presented the festival as an expression of affection extending to pets, with Kriti shown tying a rakhi in the campaign.
The styling became a major point of criticism online. Some social media users questioned whether the outfit was appropriate for an advertisement centred on Raksha Bandhan, while others raised concerns about the campaign’s presentation of the festival.
The debate gained further attention after Kangana Ranaut publicly criticised the choice of outfit and questioned how Raksha Bandhan was portrayed in the advertisement.
Why did GIVA withdraw the Kriti Sanon Raksha Bandhan ad?
GIVA announced on Instagram on August 26 that it had withdrawn the advertisement from its media platforms.
In its statement, the jewellery brand said it had the “highest regard and deep respect” for Indian culture, traditions and festivals. GIVA added that the campaign was intended to celebrate the festival with families while extending the sentiment of love to pets.
The company also said that its Kriti Sanon Raksha Bandhan ad did not intend to hurt the sentiments of any section of society. However, if the advertisement had unintentionally caused offence, GIVA said it had decided to withdraw the campaign “out of respect”.
The withdrawal came a day after Kriti publicly responded to the criticism surrounding the advertisement.
What did Kriti Sanon say about the backlash?
Kriti addressed the controversy through an Instagram note on August 25. She did not apologise for her outfit in the statement. Instead, she questioned why a woman’s respect for culture should be assessed through what she wears.
Kriti said that the meaning of festivals comes from the emotions and traditions associated with them rather than the clothes worn during celebrations.
She also explained that Raksha Bandhan represents a bond of protection and said that she and her sister Nupur Sanon tie rakhi to each other. According to Kriti, the same feelings of love and protection extend to their dogs because she considers them part of the family.
The actress also questioned the continued practice of telling women what they should wear. Her response centred on the distinction between clothing and cultural values, with Kriti arguing that traditions are rooted in feelings rather than a person’s neckline.
What did Kangana Ranaut say about the Kriti Sanon ad?
Kangana Ranaut was among the prominent critics of the campaign. She questioned the decision to show someone tying Rakhi to a brother while wearing an outfit that she described as resembling a bikini or undergarment.
Kangana also questioned the choice of styling for the Kriti Sanon Raksha Bandhan ad, arguing that women have many clothing options.
She further described the advertisement as “intentionally creepy”, adding to the criticism surrounding the campaign.
Nupur Sanon supports Kriti
Kriti’s sister Nupur Sanon also responded to the criticism and defended the way the Rakhi was presented in the campaign.
Nupur questioned why others were taking offence at the interaction shown in the advertisement. She pointed out that she was the person to whom Kriti tied the Rakhi in the context being discussed.
She also echoed Kriti’s call to “respectfully evolve” while responding to the criticism.
Rahul Gandhi backs Kriti Sanon
The controversy also drew a response from Congress leader Rahul Gandhi. He shared Kriti’s response and supported her position on personal choice.
Gandhi said that what a woman wears, does and where she goes is her choice. He also urged people to stop trolling women for exercising that freedom.
His reaction brought a political dimension to the ongoing discussion surrounding the advertisement and women’s clothing choices.
Suzanne Bernert also questions the campaign
Actress Suzanne Bernert also criticised the Kriti Sanon Raksha Bandhan ad and questioned whether it properly captured the sentiment associated with the festival.
Bernert raised concerns about the possible influence of advertising on younger viewers. She referred to her own Rakhi celebrations, saying that dressing up was not part of those celebrations, and argued that advertisements can influence youngsters.
Her comments added another perspective to the debate over the campaign’s creative approach.
What is the Kriti Sanon Raksha Bandhan ad controversy about?
The controversy centres on different views about the presentation of Raksha Bandhan in the GIVA campaign.
Critics questioned whether Kriti’s outfit and the advertisement’s presentation were appropriate for a festival traditionally associated with the bond between siblings. Kriti, meanwhile, focused on personal choice and argued that the meaning of a festival should not be judged through a woman’s clothing.
The campaign also drew reactions from Nupur Sanon, Kangana Ranaut, Rahul Gandhi and Suzanne Bernert, with each responding to different aspects of the controversy.
GIVA has since withdrawn the Kriti Sanon Raksha Bandhan ad from its media platforms. The brand said the campaign was intended to celebrate the festival and that it did not wish to hurt anyone’s sentiments. Its decision followed the criticism surrounding the advertisement and came a day after Kriti responded publicly to the backlash.
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