Kriti Sanon drops Giva jewellery ad over outfit controversy, not Giva

Jewellery brand GIVA withdrew its festive Raksha Bandhan commercial starring Kriti Sanon on August 26, 2026, following intense social media backlash over the actor’s clothing and the inclusion of a pet dog in the ritual, a decision that highlights the growing volatility of digital-era advertising.

When GIVA made an advertisement promoting its festive and pet-rakhi collection, the 35-second commercial was designed to celebrate family bonds and affection for household pets. Instead, the campaign became the epicenter of a fierce online dispute regarding cultural tradition, modern fashion choices, and the boundaries of festive advertising.

The 35-Second Commercial That Sparked a Digital Storm

The central piece of media featured Bollywood actor Kriti Sanon wearing an off-white bralette-style blouse paired with a matching cape and draped skirt. In the film, she ties a rakhi to her onscreen brother before extending the protective ritual to the family dog. While the creative concept aimed to show that pets are family too, the execution drew immediate scrutiny from social media users who questioned the appropriateness of the attire for Raksha Bandhan and objected to incorporating a pet into the traditional ceremony.

Photo: Latestly

The controversy quickly spilled beyond standard consumer feedback. Actress Kangana Ranaut weighed in on the discussion, describing the commercial as intentionally creepy and likening the styling to undergarments or a bikini without directly naming the brand or actor involved.

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Kriti Sanon Defends Her Stance as Brands Retreat

Before the brand stepped back, Sanon mounted a public defense of the campaign. On August 25, 2026, just hours prior to the ad’s removal, the 36-year-old actor took to Instagram Stories to address the mounting criticism head-on according to reporting detailing the timeline.

“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, Actor

Sanon’s sister, Nupur Sanon, also stepped forward on social media to defend the actor against ongoing criticism regarding her festive wardrobe. As the debate widened to encompass broader questions about women’s autonomy and cultural expectations, political figures also entered the fray, with Rahul Gandhi supporting a woman’s right to choose her attire.

GIVA Issues Apology and Pulls the Campaign

Faced with mounting public pressure, GIVA chose the delete button. On August 26, 2026, the company removed the advertisement from all digital platforms and issued an official statement addressing the controversy.

Photo: Bollywoodhungama

“We have the highest regard and deep respect for Indian culture, traditions and festivals. 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. 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. Wish you all the love & positivity this festive season!”

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GIVA, Jewellery Brand

Marketing analysts point out that this episode reflects a broader, recurring pattern in Indian advertising where festive campaigns become flashpoints for ideological debate. Ashita Aggarwal, a professor of marketing at the SP Jain Institute of Management & Research, noted that while brands possess every right to reconsider sensitive communication, repeated withdrawals teach pressure groups that digital outrage functions as an effective mechanism for controlling commercial messaging.

The swift capitulation leaves open a sharper question for the advertising industry: whether brands are responding to genuine cultural misjudgments or simply calculating that standing behind their creative choices has become too expensive once online backlash begins.