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.
Stop mocking Hindu festivals for commercial gains! The Raksha Bandhan ad featuring @kritisanon completely trivializes our sacred traditions.
Our festivals are rooted in deep values, not corporate fashion statements. Stop disrespecting our heritage under the guise of modernity! pic.twitter.com/RAK5cvGAdK— 🚩Mohan Gowda🇮🇳 (@Mohan_HJS) August 24, 2026
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.
