Kriti Sanon Raksha Bandhan Ad Sparks Debate On Social Media

AI FEED

Kriti Sanon Raksha Bandhan ad for jewellery brand GIVA has triggered mixed reactions online.
The campaign shows Sanon tying a rakhi to a pet dog instead of focusing on the traditional brother-sister bond.
Sanon’s outfit also became a major point of discussion among critics.

MUMBAI: A new Raksha Bandhan advertisement featuring Kriti Sanon has triggered a heated social media debate, with viewers divided over how the festival has been portrayed.

Created for jewellery brand GIVA, the campaign features Sanon celebrating Raksha Bandhan with a pet dog. The creative appears to present pets as members of contemporary families, but the departure from traditional festival imagery has drawn criticism from some viewers.

The controversy has also expanded beyond the advertisement’s central concept, with social media users discussing Sanon’s outfit and the absence of familiar Raksha Bandhan rituals.

Kriti Sanon Raksha Bandhan Ad Draws Mixed Reactions

The advertisement takes a contemporary approach to the festival by shifting attention away from the conventional brother-sister relationship.

Instead, the campaign focuses on the emotional connection between Sanon and the pet, apparently suggesting that the protective and affectionate bond associated with Raksha Bandhan can also extend to animals regarded as family members.

That creative choice has divided audiences.

Some viewers see the concept as an attempt to reflect changing family structures and modern relationships. Others argue that a commercial campaign associated with a traditional Indian festival should retain more recognisable cultural elements.

Kriti Sanon Raksha Bandhan Ad Faces Tradition Debate

One of the main criticisms concerns the absence of traditional elements such as a puja thali, tilak and customary Raksha Bandhan rituals.

Critics have argued that the advertisement places greater emphasis on jewellery, styling and a contemporary visual presentation rather than the cultural meaning of the festival.

Sanon’s clothing has also attracted considerable attention, with some users describing her outfit as inappropriate for the occasion.

The reaction highlights a broader tension in festive advertising. Brands often reinterpret traditional celebrations to connect with younger audiences and contemporary lifestyles, but those creative choices can also provoke criticism when viewers feel that cultural symbols have been altered too heavily.

Social Media Debate Grows Over GIVA Campaign

The campaign has generated sharply different responses across social media.

Some users accused the advertisement of disrespecting the festival, while others questioned why a pet-centred celebration should be considered offensive.

The criticism surrounding Sanon’s outfit has added another layer to the discussion, turning what began as a debate over the advertisement’s concept into a wider conversation about fashion, cultural expectations and celebrity advertising.

At the same time, the campaign’s supporters could argue that advertising does not necessarily have to reproduce traditional rituals exactly and that modern families may celebrate festivals in different ways.