Jewellery brand GIVA has removed its Raksha Bandhan advertisement featuring Kriti Sanon following a backlash over the actress’ revealing outfit. The advertisement was pulled down a day after Kriti responded to criticism over her clothing.
Kriti was seen wearing a bralette-style blouse in the advertisement.
The controversy began after Kriti appeared in the festive campaign wearing a bralette-style blouse with a cape and a draped skirt while celebrating Raksha Bandhan. A section of social media users questioned whether the outfit was appropriate for a campaign centred on the traditional festival.
Her bralette-style blouse, cape and draped skirt sparked criticism online, with Kangana Ranaut questioning the choice of outfit. Rahul Gandhi, however, came out in Kriti’s support, saying a woman’s clothing is her choice. GIVA issues a statement
Amid the controversy, GIVA shared a statement saying that it has the “highest regard and deep respect” for Indian culture, traditions and festivals.
The brand said its intention was to celebrate the festival with families and their pets. It added that if the advertisement had “inadvertently hurt the sentiments” of some people, that was not its intention.
“Out of respect, we have withdrawn the said advertisement from all media,” the brand said, while wishing people love and positivity for the festive season.
Kangana Ranaut criticises the ad
Actor and BJP MP Kangana Ranaut also reacted to the controversy. She questioned why someone would tie a Rakhi while wearing a bikini or undergarments and called the advertisement “intentionally creepy”.
Kangana’s remarks prompted Kriti to respond through her Instagram Stories.
Kriti says women should not be judged by their clothes
Kriti defended her choice of clothing and questioned why women are repeatedly told what to wear.
She said the essence of festivals lies in the emotions and meaning attached to traditions, rather than the clothes a person wears. Kriti also argued that a woman’s respect for her culture should not be judged by her clothes, adding that culture and traditions are “in her heart, not in her neckline”.
Kriti also addressed criticism over tying a Rakhi to a dog. She explained that Raksha Bandhan represents a bond of protection and said she and her sister tie Rakhi to each other. She added that their prayers for health, happiness and long life also extend to their dogs because they are part of the family.
Rahul Gandhi backs Kriti
Congress MP Rahul Gandhi also supported Kriti amid the controversy. Sharing her response on Instagram Stories, he said that what a woman wears, does or where she goes is her choice.
He urged people to stop trolling women for exercising their freedom and used the hashtag #SmashThePatriarchy.
Sharing Kriti Sanon’s post on his Instagram story, Rahul Gandhi wrote – There should be no online policing of women’s clothing and lifestyle.’
Kriti’s sister Nupur Sanon also came out in her support, asking Kangana to “respectfully evolve” and pointing out that she herself had no issue with the Rakhi being tied to her.
Despite Kriti’s strong response and support from several people, GIVA eventually withdrew the advertisement following the intense social media debate.
