Actor Kriti Sanon has found herself at the centre of an online controversy after her latest Raksha Bandhan advertisement for jewellery brand GIVA drew backlash over her outfit and a scene featuring a pet dog.
In the advertisement, Kriti is seen celebrating Raksha Bandhan in an off-white bralette-style blouse, paired with a cape and a draped skirt. While the campaign gives the traditional festival a contemporary spin, several social media users questioned whether the outfit was appropriate for the occasion.
The ad has also sparked debate over a sequence in which Kriti ties a rakhi to a pet dog, which is presented as a member of the family. While some viewers criticised the concept and accused the campaign of disrespecting the festival, others defended both the actor and the advertisement, saying the backlash over her clothing was unnecessary.
Much of the criticism has centred around Kriti's outfit.
One X user wrote:
“Kriti sanon wearing a bra while tying a rakhi to her brother in a new jewellery Ad by GIVA. You won't see them making fun of either Eid or Christmas. (sic)”
Another user criticised the campaign, writing:
“What nonsense is this Inko Hindu festivals hi milte hain apna WOKE agenda chalane?(sic).”
A third comment read:
“Once again Hindu festivals are being demeaned. No woman dresses like this on Raksha Bandhan. Shame on you Kriti Sanon. (sic)”
Similar reactions surfaced across social media, with users questioning the absence of more traditional elements associated with Raksha Bandhan, including a puja thali and tilak.
Kriti's outfit wasn't the only part of the advertisement to draw criticism.
In one sequence, she is seen tying a rakhi to her pet dog after celebrating the festival with her brother. The campaign appears to position the pet as another member of the family, but the creative choice did not go down well with everyone.
Some viewers argued that incorporating the dog into the Raksha Bandhan ritual trivialised the festival, while others said the advertisement was simply extending the idea of familial love and companionship to pets.
The backlash has also triggered a counter-reaction, with several social media users defending Kriti and questioning why her clothing was being policed.
One user wrote:
“Everyone trolling Kriti Sanon for this GIVA ad, saying she’s wearing a “bikini.” Is she? Nope. She’s not dressed inappropriately. Maybe her outfit just doesn’t fit your definition of “decency.” I could wear that in front of my brother too. Same people cheering her bikini scenes in movies are now policing her clothes. Women are judged either way. Get a life, trollers.”
Others defended the inclusion of the dog, arguing that pets are often considered family members and that celebrating them does not necessarily diminish the significance of Raksha Bandhan.
As of now, Kriti Sanon and GIVA have not publicly responded to the criticism surrounding the advertisement.
What began as a festive jewellery campaign has now turned into a wider social media debate—over what is considered appropriate clothing for a traditional festival, how far brands can reinterpret cultural rituals, and whether including pets in such celebrations crosses a line.
The campaign continues to divide opinion online, with Kriti facing criticism from one section of social media and support from another.