Hindu Tradition Insulted? Kohli Trolled for Anushka

Advertising that challenges tradition often sparks vibrant debate and reflection on evolving values. The recent Giva jewelry ad featuring Anushka Sharma tying a Rakhi to her pet dog for Raksha Bandhan has ignited that very conversation. While some hail it as a fresh take on love and protection, others find it disrespectful to deeply rooted customs.

The essence of Raksha Bandhan lies in expressing care, gratitude, and a vow of protection. Traditionally centered on sibling bonds, the festival has gradually expanded in meaning. Giva’s campaign claims to embrace this broader spirit, highlighting how pets, too, offer companionship and emotional security in families.

According to Giva’s Chief Brand Officer, the ad intends to celebrate anyone—siblings, friends, or even pets—who make us feel protected and cherished. The goal, they say, is to reflect emotional inclusivity and modern expressions of affection during festive moments. For many, this sentiment aligns with contemporary family dynamics.

However, not everyone agrees. Critics argue that reimagining sacred rituals for marketing appeal risks diluting cultural integrity. The use of Rakhi in a non-traditional context has offended some, who believe such festivals rooted in Indian identity should be approached with greater sensitivity and reverence.

The backlash has even extended to trolling of Anushka Sharma and Virat Kohli, questioning whether the ad was a thoughtful gesture or simply a calculated bid for viral traction. Yet, others defend the move as progressive and heartfelt, showcasing changing attitudes toward what defines family.

Ultimately, the controversy reflects the ongoing balance between tradition and innovation. Whether viewed as touching or controversial, the Giva Rakhi ad has sparked meaningful discourse on the evolving nature of cultural expression in India.