Giva pulled its Kriti Sanon Rakhi advertisement on Wednesday after criticism over the outfit she wore in the spot. The ad had already split reactions online, with the argument moving from styling to what is acceptable in a festival campaign.
Kriti Sanon responded on Tuesday night with an Instagram story that drew the line sharply: “culture and traditions are in a woman's heart, not in her neckline!” She also said, “The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions... When will we stop telling women what to wear?? Ethnic fashion has evolved over the years, but still a woman's respect for her culture is measured with just her clothes!! Culture & Traditions are in her heart, not in her neckline!”
Kriti Sanon Rakshabandhan backlash
The ad featured Kriti Sanon tying a Rakhi thread to her brother, while she appeared in a cropped top, skirt and cape. Some users called the look too revealing and inappropriate for a traditional festival, and one commentator said, “Pairing a bralette outfit with a sacred occasion like Rakshabandhan felt completely out of touch and unnecessary,” after describing a “clear line between modern styling and basic sensitivity towards Hindu festivals.”
Kangana Ranaut added fuel on Tuesday by calling the spot “intentionally creepy” and asking why someone would tie a Rakhi dressed in a bikini. She wrote, “It is 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/under garments? Where are all your styling options? The advert looks intentionally creepy”.
Giva on Wednesday
By Wednesday, Giva had moved to shut the campaign down. In its Instagram statement, the brand said, “We have the highest regard and deep respect for Indian culture, traditions and festivals.”
The ad also drew objection because it showed Kriti Sanon tying a Rakhi on her pet dog, a detail that widened the criticism beyond wardrobe. Rahul Gandhi took the opposite view and said “what a woman chose to wear was her own decision,” while some people sided with Sanon and accused Ranaut of moral policing.
That is the operational lesson for festival marketing: once the visual framing clashes with the audience’s sense of ritual, a campaign can be pulled within a day. The open question now is whether Giva replaces the ad or leaves the brand move as a one-off retreat.
See the full sequence in this report on the Rakhi ad pullback.
