Kriti Sanon’s Raksha Bandhan Ad Withdrawn After Outfit Backlash.

A Raksha Bandhan advertisement featuring Bollywood actress Kriti Sanon has been withdrawn by jewellery brand GIVA following criticism over the actor’s outfit in the campaign. The decision came a day after Sanon defended the advertisement and responded to the backlash that had spread across social media.

The campaign was released ahead of Raksha Bandhan 2026, a festival celebrating the bond between brothers and sisters. However, the advertisement drew criticism from sections of social media users who questioned whether Sanon’s styling was appropriate for a campaign associated with an Indian festival and family values.

Sanon subsequently addressed the criticism, arguing that festivals should primarily be about emotions, relationships and togetherness rather than focusing solely on what someone wears. Her response, however, did little to end the controversy, with the debate continuing online.

Amid the growing criticism, GIVA jewellery announced that it had decided to remove the campaign. In a statement, the brand said it was withdrawing the advertisement “out of respect” for sentiments surrounding Indian culture, traditions and festivals.

The controversy has placed Kriti Sanon at the centre of a wider discussion about celebrity endorsements, fashion choices and cultural representation in Indian advertising. While some social media users criticised the campaign, others defended Sanon’s right to choose her clothing and argued that an individual’s outfit should not determine the cultural significance of a festival.

The incident has also revived conversations about the scrutiny faced by Bollywood actresses over their appearances, particularly when they feature in advertisements connected to traditional celebrations. Critics of the backlash have questioned why women’s clothing continues to become a focal point in discussions about cultural values.

Several public figures have also commented on the controversy. The debate has expanded beyond the advertisement itself, touching upon women’s freedom, cultural traditions, social media backlash and advertising ethics.

The GIVA decision comes as brands increasingly rely on celebrity-led digital campaigns to reach younger audiences. However, the episode demonstrates how quickly advertising campaigns can become contentious when audiences perceive a disconnect between promotional imagery and cultural occasions.

The Kriti Sanon Raksha Bandhan ad controversy therefore highlights the delicate balance brands must maintain between contemporary fashion, celebrity marketing and cultural sensitivities. With the campaign now withdrawn, the episode is likely to remain a talking point in discussions surrounding Bollywood, advertising and Indian cultural representation.