Now Reading: Giva pulls Raksha Bandhan ad after Kriti Sanon outfit row
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Giva pulls Raksha Bandhan ad after Kriti Sanon outfit row
Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring actor Kriti Sanon after online criticism over her outfit, which included a bralette-style blouse, cape and draped skirt. The brand said it has the highest regard for Indian culture and traditions and withdrew the ad out of respect for those who were hurt.
BJP MP Kangana Ranaut called the ad 'intentionally creepy' and questioned why a woman would tie a Rakhi in what she described as a bikini. Sanon responded that the essence of festivals lies in emotions, not clothes, and said culture and traditions are in a woman's heart, not her neckline. Congress leader Rahul Gandhi backed Sanon, saying what a woman wears is her choice.
The episode has sparked a wider debate on clothing, culture and women's freedom. The Times of India reports that the ad also faced criticism for lacking traditional elements like a puja thali and tilak.
Indian Opinion Analysis
The coverage shows a culture-war framing dividing political lines. Brand Equity leads with the brand's withdrawal statement, presenting the controversy as a settled matter of respect for tradition. The Times of India gives equal weight to every actor, Ranaut, Sanon, Gandhi, treating the ad as a political debate rather than a brand misstep. Neither source critically examines the brand's claim of 'inadvertent' hurt or asks whether the backlash was organic. The real division is not over the ad itself but over who gets to define tradition: Ranaut's position or Sanon's. The next development to watch is whether the ad's withdrawal invites further debate or ends the conversation.
Coverage: 2 sources, 2 neutral
Sources (2): brandequity.economictimes.indiatimes.com (neutral report), timesofindia.indiatimes.com (neutral report)
This brief was synthesised by AI from the 2 sources linked above, so one read covers every framing they carry. Methodology and corrections.
Updated: this story now draws on 2 sources.
