Jewellery brand GIVA has removed a Raksha Bandhan advertisement featuring actor Kriti Sanon after the campaign faced criticism on social media.

The controversy centred on Sanon’s attire in the festive campaign. The actor appeared in a bralette-style top with a cape and draped skirt while celebrating Raksha Bandhan. Some social media users questioned whether the styling was appropriate for an advertisement built around the traditional festival.

The campaign also featured a pet, with the brand presenting Raksha Bandhan as a celebration that could include animals who are part of families.

GIVA withdraws the advertisement

GIVA announced the removal of the campaign on its official Instagram account on Wednesday.

The jewellery company said it respects Indian culture, traditions and festivals and explained that the campaign was created with the intention of extending the festive spirit to pets.

The brand said the advertisement was not designed to offend anyone. However, amid the criticism, it decided to remove the campaign from its media platforms.

The decision came after the advertisement continued to attract attention online.

Kangana Ranaut criticises the campaign

Actor and BJP MP Kangana Ranaut also criticised the advertisement and questioned Sanon's outfit in the Raksha Bandhan sequence.

Her comments added to the online debate surrounding the campaign and its portrayal of the festival.

The controversy subsequently grew beyond the advertisement itself, with discussions focusing on clothing, cultural traditions and the way women are judged for their appearance during festive occasions.

Kriti Sanon responds to criticism

Sanon later addressed the criticism surrounding the campaign and defended her choice of clothing.

The actor argued that cultural traditions should not be judged solely through a woman's outfit. She also defended the idea behind including her pet in the Raksha Bandhan celebration, noting the role pets play in many households.

Her response came a day before GIVA confirmed that it had withdrawn the advertisement.

What was in the GIVA advertisement?

The commercial showed Sanon celebrating Raksha Bandhan while dressed in a contemporary festive outfit consisting of a bralette-style blouse, cape and draped skirt.

The campaign also incorporated a pet into the celebrations, reflecting GIVA's attempt to position the festival as an occasion for the entire family, including pets.

The styling became the main point of criticism online, with some users arguing that the outfit did not fit the traditional nature of Raksha Bandhan.

GIVA subsequently chose to discontinue the advertisement following the backlash.

Kriti Sanon's recent work

Sanon was most recently seen in Cocktail 2, a romantic comedy-drama featuring Shahid Kapoor and Rashmika Mandanna.