Jewellery brand GIVA on Wednesday (August 26, 2026) said it has removed its Raksha Bandhan advertisement featuring Kriti Sanon, a day after it was heavily criticised on social media over the clothes worn by the actor.

In a statement posted on its social media pages, the brand said its aim was not to "hurt the sentiments of some segments of society" and have withdrawn the ad.

In a statement, GIVA said, “We have the highest regard and deep respect for Indian culture, traditions and festivals. As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets.”

"If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all. Out of respect, we have withdrawn the said advertisement from all media. Wish you all the love & positivity this festive season!" GIVA added.

In the ad, "Cocktail 2" star was seen in an Indo-Western ensemble featuring a bralette-skirt combo with a cape, tying a Rakhi to her brother and pet dog.

The video led to an uproar with many criticising her choice of clothing during a traditional festival and some even objecting to her tying a Rakhi on a dog.

In a post on Instagram, BJP MP Kangana Ranaut described her outfit as "intentionally creepy".

"It's a wonderful time to be a woman; our closets are full of a variety of clothes. Today's woman is a global woman, from cocktail dresses to lehenga cholis, jeans to saris, bikinis to salwar kameez…"… From all the options that are available to us today, why would you tie your brother a Rakhi in your bikini/ undergarments? Where are all your styling options? Ha ha, the advert looks intentionally creepy,” Ranaut, known for her provocative statements, wrote in her Instagram Stories.

Sanon, who kept quiet for much of the day, shot back with a counter post on Instagram in the afternoon. "Culture & Traditions are in her heart, not in her neckline!… Also, when will we stop telling women what to wear?? Ethnic fashion has evolved over the years, but still a woman's respect for her culture is measured with just her clothes," she said in a note shared on her Instagram Stories.

In her note, Sanon stressed that the essence of festivals is not in the clothes one wears but "in the emotions and meaning you hold for the traditions".

“Rakshabandhan is a bond of protection. My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would have. We pray for each other's health, happiness & long life. And for us, this prayer and promise extends to our dogs too! After all, they are family," she added, addressing trolls who objected to her tying a Rakhi on a dog.