Jewellery brand GIVA on Wednesday withdrew its Raksha Bandhan advertisement featuring actor Kriti Sanon following widespread criticism on social media over her choice of clothing and the campaign's depiction of her tying a Rakhi to a pet dog. The company said the advertisement had been removed from all media platforms after sections of social media users objected to its portrayal of the traditional festival.
In a statement, GIVA said it had the “highest regard and deep respect” for Indian culture, traditions and festivals and that the campaign was intended to extend the celebration of Raksha Bandhan to pets as members of the 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 Out of respect, we have withdrawn the said advertisement from all media,” the company said.
Outfit, pet Rakhi draw criticism
In the advertisement, Sanon appeared in an Indo-Western ensemble comprising a bralette and skirt paired with a cape. She was shown tying Rakhis to her brother as well as her pet dog.
The campaign sparked criticism online, with some users questioning whether the outfit was appropriate for a traditional festival. Others objected to the depiction of a Rakhi being tied to a dog. The controversy escalated after BJP MP and actor Kangana Ranaut criticised Sanon's attire in an Instagram Story. Ranaut questioned why Sanon had chosen the particular outfit despite having numerous styling options available to women today, describing the advertisement as “intentionally creepy”.
Sanon defends campaign
Sanon initially remained silent amid the criticism but later responded through an Instagram Story, defending both her clothing and the idea behind tying a Rakhi to a pet.
“Culture & Traditions are in her heart, not in her neckline!” Sanon wrote, questioning why women continued to be told what they should wear.
The actor argued that ethnic fashion had evolved over the years and said a woman's respect for her culture should not be judged solely by her clothes.
Sanon also defended extending the Raksha Bandhan tradition beyond the conventional brother-sister relationship. She said she and her sister tie Rakhis to each other as a promise of mutual protection and pray for each other's health, happiness and longevity.
For her family, she said, the same sentiment extends to their dogs because they are considered members of the family.
The jewellery brand ultimately withdrew the campaign despite Sanon's defence, saying it had done so out of respect for those whose sentiments had been affected.