29 August,2026 10:51 PM IST | Mumbai | mid-day online correspondent
Kriti Sanon (Pic/X)
Kriti Sanon has been in the news over her attire in a Raksha Bandhan advertisement, and as the backlash intensified, jewellery brand GIVA eventually pulled down the campaign. The brand has now issued a statement explaining the decision and reaffirming its stance on the campaign's intent.
GIVA has issued a statement addressing the backlash surrounding its Rakshabandhan campaign featuring Kriti Sanon and the perception that the brand did not stand by the campaign or its message. The note read, "I have been following the conversations around our Rakshabandhan campaign with Kriti and particularly the perception that we did not stand by the campaign or the message behind it. I want to be clear. Our belief in the intent behind the campaign remains unchanged. The campaign was created in close collaboration with Kriti and reflected a shared belief in celebrating Rakshabandhan in a way that brings families together. We remain fully aligned with Kriti on the intent and spirit behind the campaign."
They clarified the decision to take down the video amid the backlash and stated, "The decision to take the video down was made swiftly as the situation around some of our stores escalated, with incidents creating an unsafe environment for our on-ground teams. In that moment, our first responsibility was to ensure the physical safety of our on-ground people and our stores, and I'd never allow them to be harmed."
For the unversed, Kriti was criticised for wearing an off-white ensemble featuring a bralette-style blouse, a cape, and a draped skirt for an advertisement for a jewellery brand named GIVA on the occasion of Raksha Bandhan. A section of social media claimed that the attire was not appropriate as per Indian traditions. Later on, the ad was eventually withdrawn by the brand.
Recently, Kriti reacted to the backlash with a note on social media, saying, "The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions. Rakshabandhan is a bond of protection. 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!"
As the row intensified, with even Kangana Ranaut condemning her, Kriti Sanon decided to reply. Making it clear what really matters to her, the Cocktail 2 actress took a subtle dig at the 'fashion committee'.
On Friday, Kriti uploaded a picture of her and her sister Nupur Sanon's rakhi-clad hands on her official handle. While she did not say much, she perfectly communicated her current mindset with her caption that read, "While the Rakhi fashion committee is still in session... We're focusing on what really matters. Happy Rakhi to all (sic)."
