Jewellery brand Giva has pulled its Rakshabandhan advertisement featuring Bollywood star Kriti Sanon following intense social media backlash regarding her outfit. The controversy was ignited by remarks from MP Kangana Ranaut.

  • Jewellery brand Giva has withdrawn its latest Rakshabandhan ad featuring Kriti Sanon.
  • MP Kangana Ranaut criticized the outfit as 'intentionally creepy' and inappropriate for the festival.
  • Kriti Sanon defended herself, stating culture resides in the heart, not the neckline.
  • The brand cited respect for Indian traditions as the reason for pulling the ad.

In a significant move, Indian jewellery brand Giva has withdrawn its highly anticipated advertisement for the festival of Rakshabandhan. The decision follows a massive social media outcry regarding the attire worn by Bollywood actress Kriti Sanon in the campaign. The ad, which depicted Sanon celebrating the bond of protection, became the center of a heated cultural debate.

The controversy erupted after BJP MP and actress Kangana Ranaut criticized the advertisement. While not naming Sanon explicitly, Ranaut described the ad as "intentionally creepy," questioning why someone would celebrate a sacred festival in what she described as bikini-like or undergarment-style clothing. Her comments triggered a wave of criticism from conservative users who felt the outfit lacked sensitivity toward Hindu traditions.

Read Also:Anushka Ranjan and Aditya Seal Welcome Twin Daughters After Challenging IVF Journey

Why This Matters

BozokMedia analysis shows that this incident highlights the tightening grip of social media sentiment on corporate branding in India. Brands are increasingly finding themselves caught in the crossfire between progressive fashion choices and traditionalist expectations, often leading to rapid censorship to avoid widespread boycotts.

"Culture and traditions are in a woman's heart, not in her neckline!" - Kriti Sanon's powerful response to her critics.

Kriti Sanon did not remain silent, taking to Instagram to defend her sartorial choices. She argued that ethnic fashion has evolved and that a woman's respect for her culture cannot be measured solely by her clothing. She also addressed the criticism regarding tying a Rakhi to her pet, explaining that the festival celebrates the spirit of protecting loved ones, which extends to animals as well.

The debate also saw political undertones, with supporters of Sanon, including mentions of Rahul Gandhi's stance on personal choice, accusing Ranaut of moral policing. Critics of Ranaut pointed out the perceived hypocrisy, noting her own history of wearing Western attire in her film career.

Did You Know?: This is not the first time a major brand has faced such pressure; Tanishq famously withdrew an ad in 2020 following similar social media backlash.

Frequently Asked Questions

1. Why did Giva withdraw the advertisement?
Giva stated they withdrew the ad out of respect for Indian culture and to ensure no sentiments were inadvertently hurt.

2. What was the main criticism against Kriti Sanon?
The primary criticism was that her cropped top and modern outfit were inappropriate for the traditional sanctity of Rakshabandhan.