Kriti Sanon’s Rakhi Ad Pulled Down Amid Kangana Ranaut’s ‘Bikini’ Remark: What Sparked the Controversy?

Actor Kriti Sanon has found herself at the centre of a fresh Bollywood controversy after jewellery brand GIVA withdrew its Raksha Bandhan advertisement featuring the actor. The campaign had attracted criticism on social media over Kriti’s outfit and the way the traditional festival was presented in the commercial.

The controversy intensified after actor and BJP MP Kangana Ranaut publicly criticised the advertisement and questioned Kriti’s choice of attire while celebrating Raksha Bandhan. Kangana described the campaign as “intentionally creepy” and questioned why someone would tie a rakhi while dressed in what she described as a bikini or undergarments.

GIVA subsequently announced that it had withdrawn the advertisement from all media, saying the decision was made out of respect for Indian culture, traditions and festivals.

The episode has now become more than a celebrity disagreement. It has opened up a larger conversation about how traditional Indian festivals are represented in advertising, how women’s clothing is judged in public spaces and whether modern fashion can coexist with cultural celebrations.

What Was Shown In Kriti Sanon’s Raksha Bandhan Advertisement?

The GIVA advertisement was created around the theme of Raksha Bandhan, a festival traditionally associated with the bond of protection between siblings. Kriti Sanon appeared in the campaign wearing an Indo-Western outfit consisting of a bralette-style blouse, cape and draped skirt.

While the styling was presented as a contemporary fashion interpretation, a section of social media users objected to the outfit and felt that it was not appropriate for a traditional festival. The campaign also showed a rakhi being tied to a dog, which became another point of criticism online.

The criticism eventually grew into a larger social media debate. Some users questioned whether a traditional festival should be portrayed using modern fashion, while others argued that festivals can evolve with changing lifestyles and fashion choices.

The controversy also highlighted the increasingly difficult environment in which brands operate, where an advertisement can quickly become the subject of intense online scrutiny.

Why Did Kangana Ranaut Criticise Kriti Sanon’s Ad?

Kangana Ranaut was among the most prominent voices criticising the campaign. In a social media post, she questioned the decision to show Kriti tying a rakhi while wearing an outfit she referred to as a bikini or undergarments.

Kangana also described the campaign as “intentionally creepy,” adding another layer to the criticism already circulating online.

Her comments quickly became part of the wider controversy because the issue was no longer limited to the advertisement itself. The discussion shifted towards whether an actress’s clothing should be considered a measure of her respect for a festival or culture.

The remarks also brought the long-running public history between Bollywood personalities and their differing opinions on fashion, morality and social issues back into the spotlight.

Kriti Sanon Responds: “When Will We Stop Telling Women What To Wear?”

Kriti Sanon responded to the criticism through her Instagram Stories without directly naming Kangana Ranaut.

In her statement, Kriti questioned why women continue to face scrutiny over what they wear, particularly when their clothing is being used to judge their cultural values. She argued that the meaning of a festival comes from the emotions and traditions associated with it rather than simply from a person’s clothes.

Kriti’s response also emphasised that culture and tradition should not be reduced to a woman’s appearance.

She further explained the presence of the dog in the advertisement. According to Kriti, Raksha Bandhan represents a bond of protection, and she and her sister Nupur Sanon tie rakhi to each other. She said that the sentiment and prayers associated with the festival extend to their dogs as well because they consider their pets part of the family.

Her response shifted the conversation from the advertisement’s styling to a broader question about personal freedom and the way society evaluates women.

GIVA Pulls Down the Advertisement

Despite Kriti Sanon’s defence of the campaign, GIVA eventually decided to remove the advertisement from all media platforms.

The jewellery brand said it has “the highest regard and deep respect” for Indian culture, traditions and festivals. It added that its intention had been to celebrate the festive occasion with families while extending the celebration to pets.

GIVA said that if the advertisement had inadvertently hurt the sentiments of some sections of society, that was not its intention. The brand therefore withdrew the commercial “out of respect.”

The decision illustrates how quickly advertising controversies can escalate in the social media era. Even when a brand may intend to present a modern or inclusive interpretation of a festival, audience reaction can force advertisers to reconsider a campaign.

Nupur Sanon Also Reacts

Kriti’s sister Nupur Sanon also joined the conversation after Kangana’s remarks.

Nupur shared Kriti’s statement and defended her sister’s choice. She questioned why another woman’s clothing had become such a significant issue and suggested that people should be more accepting of individual choices. Nupur also pointed out that she was the person to whom Kriti had tied the rakhi in the campaign and said she personally had no problem with it.

Her response added another personal dimension to the controversy, particularly because the criticism had focused heavily on the way the Raksha Bandhan ritual was presented.

Rahul Gandhi Backs Kriti Sanon

The controversy also attracted political attention when Congress MP Rahul Gandhi expressed support for Kriti Sanon.

Sharing Kriti’s response, Rahul Gandhi argued that what a woman wears, does or where she goes should be her choice. He also criticised the trolling of women for exercising personal freedom.

With Bollywood personalities and politicians entering the discussion, the controversy expanded beyond an advertisement and became part of a larger public debate about women’s autonomy, cultural expectations and social media criticism.

Tradition vs Modern Fashion: What Is the Bigger Debate?

At the heart of the controversy is a familiar question: how should traditional Indian festivals be represented in modern advertising?

Indian fashion has changed considerably over the years. Contemporary designers frequently combine traditional silhouettes with modern cuts, fabrics and styling. Bollywood advertising campaigns often use this approach to appeal to younger audiences.

However, festivals such as Raksha Bandhan carry strong emotional and cultural associations. When brands reinterpret those traditions, they can face criticism from audiences who believe that certain visual elements should remain culturally sensitive.

At the same time, supporters of Kriti’s position argue that culture cannot be measured exclusively through clothing. A person can celebrate a traditional festival while wearing contemporary fashion, and the emotional significance of the celebration does not necessarily disappear because of an outfit.

The GIVA controversy therefore reflects a much broader tension between tradition and modernity in Indian popular culture.

Social Media’s Role in the Controversy

The speed at which the issue escalated demonstrates the influence of social media on modern advertising.

A campaign can reach millions of people within hours, but negative reactions can spread just as quickly. Once prominent personalities join the conversation, an advertisement can become a national talking point.

For brands, this creates a difficult balancing act. Advertising needs to be contemporary and attention-grabbing, but campaigns connected to religion, festivals or cultural traditions require additional sensitivity.

The GIVA decision to withdraw the campaign shows that companies increasingly have to consider not only the creative concept but also how different sections of their audience might interpret it.

What Happens Next for Kriti Sanon?

The controversy is unlikely to define Kriti Sanon’s career, but it has once again placed the actor at the centre of a major social media discussion.

Rather than simply being a disagreement about an advertisement, the episode has become a conversation about women’s clothing, personal choice, cultural identity and the changing nature of Indian festivals.

Kriti has defended her position, while GIVA has withdrawn the campaign after acknowledging that it may have hurt the sentiments of some viewers. Kangana Ranaut’s criticism, Nupur Sanon’s response and Rahul Gandhi’s support have further expanded the debate.

For now, the advertisement may have disappeared from GIVA’s media platforms, but the discussion surrounding it continues.

Key Developments at a Glance

Development	Details
Brand	GIVA
Celebrity featured	Kriti Sanon
Campaign	Raksha Bandhan jewellery advertisement
Main controversy	Kriti’s outfit and portrayal of the festival
Kangana Ranaut’s reaction	Criticised the styling and called the advertisement “intentionally creepy”
Kriti Sanon’s response	Defended her clothing choice and questioned scrutiny of women’s attire
Dog-related controversy	Kriti explained that pets are considered family and the Rakhi sentiment extends to them
Brand’s decision	GIVA withdrew the advertisement from all media
Nupur Sanon’s reaction	Defended Kriti and criticised the focus on another woman’s clothing
Rahul Gandhi’s reaction	Supported Kriti’s right to personal choice

FAQs

Why was Kriti Sanon’s Rakhi advertisement pulled down?

GIVA withdrew the Raksha Bandhan advertisement after it faced significant criticism on social media. The backlash focused mainly on Kriti Sanon’s outfit and elements of the campaign. GIVA said that while it respects Indian culture and traditions, it decided to withdraw the commercial out of respect after some viewers felt their sentiments had been hurt.

What did Kangana Ranaut say about Kriti Sanon’s Rakhi ad?

Kangana Ranaut criticised Kriti Sanon’s outfit in the advertisement and questioned why someone would tie a rakhi while wearing what she described as a bikini or undergarments. She also referred to the campaign as “intentionally creepy.”

How did Kriti Sanon respond to Kangana Ranaut?

Kriti Sanon responded by questioning the practice of telling women what they should wear. She said the essence of festivals lies in emotions and the meaning attached to traditions, rather than simply in clothing. She also argued that culture and traditions are not determined by a woman’s neckline.

Why did Kriti Sanon tie a rakhi to a dog in the advertisement?

Kriti explained that Raksha Bandhan represents a bond of protection. She said that she and her sister tie rakhi to each other and that the sentiment extends to their dogs because they consider their pets part of the family.\

Did GIVA apologise for the Raksha Bandhan advertisement?

GIVA did not frame its statement simply as an apology. Instead, the brand said that it deeply respects Indian culture, traditions and festivals and that if the advertisement had inadvertently hurt the sentiments of some sections of society, that was not its intention. It then announced that the commercial had been withdrawn from all media.

Did Nupur Sanon support Kriti Sanon?

Yes. Nupur Sanon defended her sister after the controversy and questioned why people were so concerned about another woman’s clothing. She also noted that she was the person to whom Kriti had tied the rakhi in the advertisement and said she did not have a problem with it.

Did Rahul Gandhi comment on the controversy?

Yes. Congress MP Rahul Gandhi backed Kriti Sanon and shared her response to the criticism. He said that what a woman wears, does and where she goes is her choice, while also criticising trolling directed at women exercising their freedom.

Conclusion

The Kriti Sanon Raksha Bandhan advertisement controversy has quickly grown from a fashion-related criticism into a wider debate about culture, advertising and women’s personal choices.

Kangana Ranaut’s remarks brought significant attention to the campaign, while Kriti Sanon’s response challenged the idea that a woman’s clothing should determine how her cultural values are perceived. GIVA ultimately withdrew the advertisement after acknowledging concerns from sections of the audience.

The episode highlights the increasingly complicated relationship between traditional festivals and modern advertising. As brands attempt to create contemporary campaigns for younger audiences, questions of cultural sensitivity remain central.

For Kriti Sanon, the controversy has provided another platform to discuss an issue that extends far beyond one advertisement: whether society should judge a woman’s respect for tradition by her clothes rather than by the meaning she attaches to the traditions she celebrates.

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