Shivani
Bollywood actress Kriti Sanon’s recent Raksha Bandhan Ad became controversial in recent days and was criticised for her outfit. Raksha Bandhan advertisement has been removed from all social media platforms following widespread criticism. The jewellery brand has confirmed the development through an official statement. Kriti Sanon, who was recently appointed as the brand ambassador of a modern jewellery label, faced backlash over an advertisement promoting rakhis for pets. The actress was also criticised online for wearing a contemporary ethnic outfit that many viewers considered inappropriate and unsuitable for the traditional festival of Raksha Bandhan.
The advertisement sparked debate among social media users, with several people questioning its cultural representation, festive messaging, and overall creative approach. Amid the backlash, the jewellery brand released a statement confirming that it had removed the advertisement from all social media platforms. The statement was issued a day after Kriti addressed the criticism publicly through her Instagram Stories.
Kriti Sanon’s Controversial Raksha Bandhan Ad Taken Down
On Wednesday, the jewellery brand clarified that the advertisement was not intended to hurt the sentiments of any particular section of society. In its statement, the brand wrote: “We have the highest regard and deep respect for Indian culture, traditions and festivals.” Further adding, they clarified that the intention behind the ad was to ‘extend Raksha Bandhan love and celebration to pets.’
Kriti sanon wearing a bra while tying a rakhi to her brother in a new jewellery Ad by GIVA. You won’t see them making fun of either Eid or Christmas. pic.twitter.com/EcSmwyhiNT
— smh (@seemhuh) August 22, 2026
The brand further stated: “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 Out of respect, we have withdrawn the said advertisement from all media.”
Why Did Kriti Sanon Face Backlash Over Her Rakhi Ad?
In the Raksha Bandhan ad, Kriti celebrated the festival with her brother and their pet dog. Promoting the brand’s latest pet collection, she highlighted a special rakhi designed for four-legged family members. Interestingly, she tied the rakhi to the dog before her brother. For the festive look, Kriti wore a bralette-style choli, sheer white ethnic shrug and skirt.
Kriti Sanon Responds To Criticism Over Her Outfit
On Tuesday, Kriti addressed the backlash over her outfit in the advertisement, sharing her response through Instagram Stories. “The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions.” The actress described Raksha Bandhan as a “bond of protection,” explaining that it represents love, care, and lifelong sibling support. “My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would have. We pray for each other’s health, happiness & long life. And for us, this prayer and promise extends to our dogs too! After all, they are family!”
Kriti raised questions about it, “Also, 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’s younger sister, Nupur Sanon, stepped forward to defend her amid the criticism.
On the work front, Kriti was recently seen in the romantic comedy-drama Cocktail 2 with Shahid Kapoor and Rashmika Mandanna. She also starred opposite Dhanush in Tere Ishk Mein, which was released in 2025.