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GIVA withdraws controversial ad trivialising sacred Raksha Bandhan tradition

  • Hindu unity forces brand to withdraw ad featuring Kriti Sanon celebrating Raksha Bandhan in a skimpy outfit

  • Brand issues apology after public backlash

Mumbai, Maharashtra – Following intense outrage and sustained protests from devout Hindus and social media users across the nation, jewellery brand GIVA has withdrawn its controversial Raksha Bandhan advertisement featuring Bollywood actress Kriti Sanon from all media platforms. The commercial had drawn sharp criticism for mocking Hindu cultural ethos and trivialising the sacred tradition of Raksha Bandhan by portraying the actress in revealing, westernised attire. 

Devaluation of Hindu culture and heritage in the name of modern trends

In the commercial, Kriti Sanon was depicted celebrating the festival of Raksha Bandhan wearing an inappropriate, skimpy attire, tying a rakhi to her brother and subsequently to a pet dog. Citizens and Hindu organisations strongly condemned the advertisement, pointing out that such campaigns deliberately distort the sacred sanctity of Hindu festivals under the pretext of modern fashion and pseudo-progressive narratives. Many asked why brands repeatedly target Hindu religious practices and rituals with improper depictions that would never be attempted for other faiths.

The controversy gained further momentum when actress and Member of Parliament Kangana Ranaut called out the advertisement on social media.

GIVA pulls down commercial

Although Kriti Sanon initially attempted to defend her attire by claiming that “traditions lie in the heart and not in the neckline”, the public outcry refused to die down. Facing growing calls for a boycott and escalating public anger, GIVA was compelled to issue a statement withdrawing the campaign.

In an official statement released on its social media handles, GIVA said:

“We have the highest regard and deep respect for Indian culture, traditions and festivals. As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets. 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 Out of respect, we have withdrawn the said advertisement from all media.”

Following the announcement, the brand also disabled the comments section on its social media post to avoid further public backlash. Devout Hindus have welcomed the withdrawal, reiterating that corporate entities and celebrities must stop using Hindu festivals to promote vulgarity and ideological agendas.

GIVA trivialises sacred Raksha Bandhan tradition in new Ad

August 25, 2026

Actress Kriti Sanon shown in a skimpy outfit and tying rakhi to a pet dog

The recent advertisement by GIVA jewellery brand featuring actress Kriti Sanon has deeply hurt the religious and cultural sentiments of countless Hindus. What should have been a respectful celebration of Raksha Bandhan has instead been turned into a commercial fashion campaign that dilutes the sacred essence of this ancient festival.

Hindu Janajagruti Samiti strongly condemns this attempt by GIVA jewellery to trivialise the sacred festival of Raksha Bandhan for commercial gains.

Raksha Bandhan is not merely a social occasion. It is a sacred Hindu festival that upholds the pure bond of protection, duty and affection between brother and sister. The advertisement shows the actress in a skimpy outfit completely unsuitable for this sacred festival. It further depicts her tying a rakhi to a pet dog alongside her brother. Such portrayal reduces a spiritually significant ritual to a casual and trivial act.

Hindu festivals are rooted in deep values and dharma. They are not platforms for fashion or marketing gimmicks. The absence of even basic traditional symbols such as the bindi, combined with immodest clothing, adds to the sense of cultural disrespect.

It is repeatedly observed that commercial brands and Bollywood actors choose only Hindu festivals for such experiments. Would the same freedom be exercised with the sacred festivals and religious traditions of other communities? 

Oppose the commercialisation and disrespect of Hindu festivals

This advertisement must be strongly opposed. Hindu Janajagruti Samiti appeals to Hindus across the country to demand the immediate withdrawal of this advertisement, and call upon the brand and the actress to offer a public apology for the hurt caused to religious sentiments.

Let us firmly reject the commercialisation and trivialisation of our sacred festivals. Our festivals deserve dignity and reverence, not commercial exploitation under the guise of modernity.

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