The Indian jewellery brand Giva has removed their new advertisement for Rakshabandhan after facing backlash over the outfit worn by actor Kriti Sanon. The controversy started when BJP MP Kangana Ranaut called the ad "intentionally creepy" due to Sanon's revealing clothing, but also drew criticism from those who accused Ranaut of moral policing and hypocrisy given her own past fashion choices. Kriti Sanon defended herself on social media, saying that culture and traditions are not measured by a woman's clothing, but rather in the emotions and meaning she holds for them. The ad has been pulled by Giva despite support from some figures like Congress MP Rahul Gandhi.
Written by the local model on 2026-08-26,
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same event (that is the story summary below).
Story summary
Kriti Sanon, a popular Bollywood actor, appeared in an advertisement for Rakshabandhan, a Hindu festival where sisters tie a thread called Rakhi over their brothers' wrists. However, the ad sparked backlash after Kangana Ranaut, another actress and BJP MP, criticized the outfit worn by Sanon, calling it "intentionally creepy". Ranaut implied that Sanon was wearing a bikini or undergarments in the ad, but she didn't explicitly name her. The controversy started on Tuesday night, with some people echoing Ranaut's criticism online. In response, Sanon addressed her critics, saying that cultural traditions are not determined by what one wears. As a result of the backlash, the Indian jewellery brand has removed the advertisement from circulation.
Written for “Indian Jewellery Ad Controversy” on 2026-08-31,
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- Published
An Indian jewellery brand has removed their new advertisement for the upcoming festival of Rakshabandhan, also known as Rakhi, after backlash over the outfit worn by the female lead.
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brand → publish → lead
The ad featured popular Bollywood actor Kriti Sanon celebrating the Hindu festival in which sisters tie a thread called Rakhi over their brothers' wrists.
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sisters → feature → wrists
Sanon, who is seen in a cropped top, skirt and a cape, addressed her critics on Tuesday night saying "culture and traditions are in a woman's heart, not in her neckline!"
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culture → see → neckline
The row started earlier on Tuesday after actor and BJP MP Kangana Ranaut called the ad "intentionally creepy" and asked why someone would tie a Rakhi dressed in a bikini.
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someone → start → bikini
In her comments posted on social media, Ranaut did not name Sanon, but appeared to be referring to the actor.
"
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Ranaut → post → actor
From all the options that are available to us today why would you tie your brother a Rakhi in your bikini/under garments?
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you → tie → garments
The advert looks intentionally creepy," she wrote.
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she → look → ?
Her remarks quickly drew attention online, with some users echoing her criticism of Sanon's outfit saying it was too revealing and inappropriate for a traditional festival.
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it → draw → festival
One commentator described her top as a bralette, saying there was a "clear line between modern styling and basic sensitivity towards Hindu festivals".
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commentator → describe → festivals
"Pairing a bralette outfit with a sacred occasion like Rakshabandhan felt completely out of touch and unnecessary," she posted on X.
Others objected to a scene in the advertisement in which the actor also ties a rakhi on her pet dog.
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actor → pair → dog
But Sanon also received support, including from Congress MP Rahul Gandhi, who defended her, saying what a woman chose to wear was her own decision.
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chose → receive → what
Others accused Ranaut of moral policing.
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Others → accuse → policing
Some also pointed out that though Ranaut has been more conservative in her clothing in recent years after becoming a politician, she herself often wore short dresses and Western outfits in her films and at social gatherings.
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she → point → gatherings
Sanon responded to the critics in an Instagram story, calling out the mindset that questioned women for their sartorial choices.
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that → respond → choices
Like Ranaut, she did not name anyone directly.
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she → name → anyone
"The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions...
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you → wear → traditions
When will we stop telling women what to wear??
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we → stop → what
Ethnic fashion has evolved over the years, but still a woman's respect for her culture is measured with just her clothes!!
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respect → evolve → clothes
Sanon also addressed the issue of tying Rakhi to her pet, saying though the festival traditionally celebrates the bond between a brother and sister, its spirit was about protecting loved ones - which, for her, included her sister and her pet.
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which → address → sister
Despite her spirited defence, jewellery company Giva announced on Wednesday it was pulling the ad.
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it → announce → ad
"We have the highest regard and deep respect for Indian culture, traditions and festivals.
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We → have → culture
As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets
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we → believe → pets
," Giva said in a statement, external on Instagram.
"If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all.
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that → say → society
Out of respect, we have withdrawn the advertisement from all media," it added.
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it → withdraw → media
Giva is not the first Indian brand to withdraw an ad after criticism on social media.
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Giva → withdraw → media
In 2020, popular jewellery brand Tanishq withdrew an advertisement featuring an interfaith couple after it faced right-wing backlash online.
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it → withdraw → backlash
Debates over what women should - and shouldn't - wear have also repeatedly sparked controversy in India.
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women → wear → India
Last year, a beauty pageant contestant was commended for standing up to a group of men who tried to bully her and other contestants over the skirts and western dresses they were wearing.
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they → commend → skirts
In 2021, there was outrage after a 19-year-old student, who turned up in shorts to take an exam, was forced to wrap a curtain around her legs after the teacher objected to her clothes.
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teacher → be → clothes
In the same year, thousands of women - and some men - shared photos of themselves wearing ripped jeans after the chief minister of the northern state of Uttarakhand criticised a woman for wearing them.
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minister → share → them
