News · Commerce & Consumer Brands

GIVA pulls Raksha Bandhan ad after backlash

By Startup Enthusiast · 26 August 2026

What they do

GIVA sells silver, gold, and lab-grown diamond jewellery online

It removed an ad featuring Kriti Sanon after social media objected to her outfit

Founder said the ad was taken down to ensure staff safety after incidents escalated

GIVA pulled its Raksha Bandhan ad featuring Kriti Sanon after social media backlash over her outfit.
The ad showed Kriti Sanon in a bralette-style blouse, cape, and draped skirt, tying a rakhi to her brother and pet dog.
GIVA said it removed the ad 'out of respect' after some objected, and it did not intend to offend.
Founder Ishendra Agarwal said the ad was taken down to ensure physical safety of on-ground staff and stores after incidents escalated.
Ishendra Agarwal stated the brand's belief in the campaign's message remains unchanged.
Kriti Sanon defended her outfit: 'Culture & Traditions are in her heart, not in her neckline.'
Kriti Sanon said she and her sister tie rakhis to each other and extend the prayer to their dogs.
Congress MP Rahul Gandhi supported Kriti Sanon: 'What a woman wears, what she does, and where she goes - is her choice.'
BJP MP Kangana Ranaut criticised the ad, calling the outfit 'intentionally creepy' and questioning its appropriateness for Raksha Bandhan.

Raksha Bandhan is a key marketing period for jewellery brands due to sibling gifting.
The controversy sparked wider debate on women's clothing, cultural representation, and creative freedom in advertising.

GIVA is a Bengaluru-based jewellery brand selling silver, gold, and lab-grown diamond jewellery online.
GIVA offers categories: rings, bracelets, pendants, earrings, anklets, chains, sets, mangalsutras, nose pins, perfumes, toe rings, and men's silver.
GIVA has a celebrity collaboration with Aditya Roy Kapur for men's silver jewellery.