Entertainment
oi-Madhuri Adnal
Bollywood actress Kriti Sanon has found herself at the centre of a controversy over her Raksha Bandhan advertisement for jewellery brand GIVA. The campaign, which gives the festival a contemporary spin, has drawn criticism from some social media users over Kriti’s outfit and a scene in which a rakhi is tied to a dog.
The advertisement features Kriti in an ivory bralette-style blouse paired with a cape-like shrug and a draped skirt as she celebrates Raksha Bandhan. While the campaign appears to take a modern approach to the festival, some viewers felt the styling was out of place for a traditional occasion.
Kriti Sanon’s Raksha Bandhan advertisement for jewellery brand GIVA is facing criticism over her bralette-style outfit and a scene showing a rakhi tied to a dog, sparking debate on adapting traditional festivals for modern advertising.
The criticism has since spread across social media, with several users questioning why a jewellery advertisement centred on Raksha Bandhan chose such a look.
Why is Kriti Sanon’s Raksha Bandhan ad controversial?
Much of the criticism is directed at Kriti’s bralette-style blouse. Some social media users argued that the outfit does not fit the traditional setting of Raksha Bandhan, while others questioned the overall concept of the advertisement.
A scene showing a rakhi being tied to a dog also became a talking point. While the inclusion appears to reflect the idea of pets being treated as part of the family, some viewers found the concept inappropriate for a Raksha Bandhan campaign.
The backlash also took a sharper turn, with some users accusing the brand of using a Hindu festival to push what they described as a “woke” agenda.
One X user wrote, “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 (sic).”
Everyone trolling Kriti Sanon for this GIVA ad, saying she’s wearing a “bikini.” Is she? Nope.
She’s not dressed inappropriately.
Maybe her outfit just doesn’t fit your definition of “decency.” I could wear that in front of my brother too.Same people cheering her bikini… pic.twitter.com/65aSejJLFU
— Ritzz (@ChaoticRitzz) August 23, 2026
Another user accused the campaign of targeting Hindu festivals and questioned whether Kriti, who is also a strategic investor in GIVA, had a role in deciding the concept and styling.
#kritisanon new #ad is creating #controversy regarding #rakshabandhan a #hindu #festival . You can take creative freedom but should not change the tradition.#bollywood #brandstrategy pic.twitter.com/XIpej5J57W
— Rakesh (@rakeshrok20) August 23, 2026
“I challenge GIVA to make an E!D ad with such a skimpily dressed model… They won’t… STSJ se darte hain,” the user wrote, adding that the brand believed Hindu sentiments could be hurt without consequences.
Another post called the advertisement an “outrageous mockery of sacred traditions” and urged the cyber police in Uttar Pradesh and Karnataka to register an FIR, alleging that the campaign hurt religious sentiments.
One user directly addressed Kriti, questioning whether she would wear a bralette while celebrating Raksha Bandhan and asking whether a similar advertisement would be made for Ramzan or Christmas.
Another post criticised the campaign by saying, “Once again Hindu festivals are being demeaned. No woman dresses like this on Raksha Bandhan. Shame on you @kritisanon (sic).”
However, the criticism has also sparked a broader debate over whether advertisements based on traditional festivals must stick to conventional clothing and rituals, or whether brands should be allowed to present them differently.
Kangana Ranaut reacts to Kriti Sanon’s ad
Amid the growing backlash, actor-politician and BJP MP Kangana Ranaut took a dig at Kriti over the advertisement.
Reacting to the campaign on her Instagram Story, Kangana questioned why a woman would choose to tie a rakhi while dressed in what she described as a bikini or underwear-style outfit.
“It’s a wonderful time to be a woman, our closets are full of variety of clothes, today’s woman is a global woman, from cocktail dresses to lehnga cholis, jeans to saris, bikins to salwar kameez, from all the options that are available to us today why would you tie your brother a Rakhi in your bikini/ undergarments? Where are all your styling options? Ha ha the advert looks intentionally creepy (sic)!” she wrote.
Kangana’s comments appeared to target the styling and presentation of the advertisement rather than Kriti personally.
The actor-politician has frequently spoken out on issues surrounding politics, nationalism, women’s empowerment and the entertainment industry. Shortly before her comments on Kriti, she had also hit back at actors Ashutosh Rana, Sonu Sood and Taapsee Pannu after they criticised her “Generation Gutter” remark.
The advertisement has continued to generate debate online, but Kriti has not publicly responded to the criticism so far.
Kriti’s most recent theatrical release was Homi Adajania’s Cocktail 2, which also starred Shahid Kapoor and Rashmika Mandanna. She later made a cameo appearance in Varun Dhawan’s Hai Jawani Toh Ishq Hona Hai (2026).
Kangana, meanwhile, was last seen in Bharat Bhhagya Viddhaata (2026), directed by Manoj Tapadia. She is next set to reunite with Tanu Weds Manu co-star R Madhavan for a pan-India psychological thriller directed by AL Vijay.
