Overview
- The jewellery brand GIVA released the Raksha Bandhan commercial on August 21–22 and featured Kriti Sanon tying a rakhi to her onscreen brother and then to a pet dog to promote a new pet-focused collection.
- The ad’s visual choices prompted criticism over Sanon’s off-white bralette-style blouse and the absence of customary ritual elements such as a puja thali and tilak.
- Public figures including Suzanne Bernert and Kangana Ranaut publicly criticised the campaign, calling the styling and concept inappropriate for the festival.
- Other social media users defended the ad by arguing pets are family members and that women are being unfairly policed for their clothing choices in festival advertising.
- As of August 24 neither the brand nor Sanon have issued an official statement, and Sanon’s recent Instagram photo dump — which included a picture with rumoured partner Kabir Bahia — has drawn attention while the online debate continues and coverage tracks possible responses or boycott calls.