A Raksha Bandhan advertisement by jewellery brand GIVA featuring Kriti Sanon has sparked debate on social media.
Several viewers expressed disappointment over the way the festival was portrayed.
Some netizens questioned various creative choices in the campaign, including the absence of traditional elements such as tilak and aarti during the Rakhi ceremony.
Another point of discussion was Kriti Sanon’s outfit in the advertisement.
Some viewers felt that the styling did not align with the traditional spirit associated with Raksha Bandhan.
Many even went on to call it a ‘skimpy’ outfit and lashed out at her for wearing the same for an auspicious ad.
The inclusion of a pet dog receiving a Rakhi also became a major talking point.
Some people appreciated the idea as a reflection of the emotional bond many families share with their pets.
However, others felt that highlighting the pet alongside the brother changed the traditional focus of the festival, which celebrates the relationship between siblings.
The criticism has led to a wider conversation about how brands balance cultural traditions with modern storytelling in advertisements.
While some audiences expect festive campaigns to preserve traditional rituals and sentiments, others welcome creative interpretations that represent evolving lifestyles.
The debate around the GIVA Raksha Bandhan advertisement shows the challenge brands face when presenting cultural festivals to diverse audiences.
What one group may see as a fresh and inclusive approach, another may view as a departure from tradition.
The discussion also reflects the changing ways in which festivals are represented in popular culture and advertising.
Watch #KritiSanon severely trolled on this Raksha Bandhan ad, netizens question dressing and pet dog angle ⚠️ pic.twitter.com/q2dbv3kLMm
— Always Bollywood (@AlwaysBollywood) August 22, 2026
This is an ad from a jewellery brand featuring a Bollywood actress for Raksha Bandhan
In this ad, she is wearing a skimpy outfit while celebrating Raksha Bandhan
Not just that, she also got a Rakhi for her dog, giving the dog more importance than her brother
Spirit of Raksha… pic.twitter.com/0NBjjeNHhh
— Tushar ॐ♫₹ (@Tushar_KN) August 21, 2026
