Kriti Sanon faces backlash over GIVA Raksha Bandhan ad

Bollywood actress Kriti Sanon is facing criticism online for her appearance in a Raksha Bandhan advertisement by jewellery brand GIVA. M9.News reports that several viewers expressed disappointment over the portrayal of the festival, questioning creative choices such as the absence of traditional elements like tilak and aarti, and Kriti Sanon's outfit, which some called 'skimpy' and not aligned with traditional spirit. The inclusion of a pet dog receiving a Rakhi also became a major talking point, with some appreciating the emotional bond while others felt it changed the traditional focus on siblings.

Greatandhra.com reports that the ad shows Kriti in a traditional outfit with an off-white bralette-style blouse and draped skirt, which some users called unsuitable for Raksha Bandhan. The criticism grew online, with some users calling the advertisement shameful and inappropriate, questioning both Kriti's fashion choice and the brand's creative decision. Kriti has not publicly responded so far. The debate has sparked a wider conversation about how brands balance cultural traditions with modern storytelling in festive campaigns.