A Festival Ad Turns Into a Social Media Flashpoint
Kriti Sanon's latest Raksha Bandhan advertisement for jewellery brand GIVA has divided the internet, drawing both fierce criticism and spirited defence over the actor's outfit and the inclusion of a pet dog in the festive ritual. The campaign, intended to give the traditional festival a contemporary spin, shows Sanon in an off-white bralette-style blouse with a cape and draped skirt as she ties a rakhi to her on-screen brother and then to the family dog.
Social media users quickly questioned whether the styling was appropriate for a festival typically associated with traditional attire. One comment read, "I was shocked seeing this ad yesterday. What nonsense?" Another user asked, "Where is Puja Ki thali? Why are you wearing bra in front of your brother? Is this a Raksha Bandhan? Where is Tilak?" A third described the look as "extremely shameful," while others accused the campaign of making a mockery of an Indian festival.
Defenders Point to Double Standards
Alongside the criticism, a counter current of support emerged. Some users rejected what they saw as policing of women's clothing, with one writing: "Everyone trolling Kriti Sanon for this GIVA ad... Same people rooting for her bikini scenes in movies are now policing her clothes." Another called the ad "pathbreaking," saying women across the country had felt oppressed by societal expectations. A supporter also questioned whether the same scrutiny applies to other festivals, noting that such criticism rarely surfaces around Eid or Christmas.
The Dog as a Point of Contention
The inclusion of the dog became a second flashpoint. In the ad, Sanon ties a rakhi to the pet after it appears barking in the frame. Some social media users found that the inclusion of a pet in a Raksha Bandhan ritual was a stretch and even accused the brand of making light of a religious festival. Others, however, welcomed the idea of family extending to pets: one line in the ad's messaging said, "After all, they are family."
Times Now reported that, judging by the brand's approach, the concept was intended to position pets as members of the family, but the execution has evidently been harder to accept for many.
Public Figures: Gandhi, Ranaut, and Sanon's Reply
The controversy soon drew reactions from prominent public figures. Congress leader and Lok Sabha Leader of Opposition Rahul Gandhi shared Sanon's statement and came to her defence, writing: "What a woman wears, what she does and where she goes – is her choice. Stop trolling women for exercising their freedom." The comment was carried by India Today and Moneycontrol.
On the other side, actor and BJP MP Kangana Ranaut took to a social media post and described Sanon's look as "intentionally creepy," as reported by India Today and Moneycontrol. She extended her view that the outfit seemed deliberate in a way that invited judgement.
Sanon herself responded to the backlash, making the statement that became central to her defence: "Culture & Traditions are in her heart, not in her neckline!" She added that ethnic fashion has evolved, but women continue to be judged by what they wear when it comes to cultural traditions. She also explained the meaning of Raksha Bandhan in her family, calling it a bond of protection, and saying that she and her sister tie rakhi to each other, knowing they can protect each other no less than a brother would have. She expressed the same sentiment to their pets, saying, "After all, they are family."
Divided Support: Bernat's Take
Actress Suzanne Bernert, known for Yeh Rishta Kya Kehlata Hai, also criticized the ad, with remarks that were featured prominently. She said she grew up in Germany and considers herself liberal, yet still found the look "way off" – that unlike a festival with deep meaning, it looks like "Chalo, let's go party." Bernert further added, "Wearing less clothes being sold as empowerment was one of the biggest disservices done to women." She also raised concerns about its impact on young people, saying she herself had tied rakhi without dressing up.
Timely Instagram Post Adds to the Narrative
Amid the ongoing backlash, a photo dump on Instagram by Sanon appeared to show her continuing with her routine. The post included holiday memories, candid moments, family time, a snapshot with her sister Nupur, and a scene with Kabir Bahia, who has been rumoured to be in a relationship with her. The timing drew attention, though Sanon's post did not directly address the controversy.
Where Things Stand
By the end of August 24, 2026, there was no official comment from the GIVA brand, and Sanun had not made a fulsome response to the backlash beyond her Stories. The debate continues to revolve around the dress, the incorporation of the pet, and the question of how far a modern fashion-forward approach can go without losing the thread of a festival's traditional meaning.