An Indian jewellery brand, Giva, withdrew its Rakshabandhan advertisement featuring Bollywood actor Kriti Sanon after criticism that her outfit was inappropriate for the Hindu festival, which celebrates the bond between brothers and sisters. The row began when actor-turned-politician Kangana Ranaut branded the advert "intentionally creepy," questioning why Sanon appeared in what she described as revealing clothing while performing the traditional Rakhi ritual, sparking a wider debate about women's dress and cultural expectations in India.

Sanon, seen in the ad wearing a cropped top, skirt and cape, defended herself publicly, arguing that "culture and traditions are in a woman's heart, not in her neckline." She received support from figures including Congress MP Rahul Gandhi, while critics also objected to a scene showing her tying a Rakhi to her pet dog. Giva said on Wednesday it had "inadvertently hurt the sentiments of some segments of society" and pulled the advert from all media, following a similar 2020 incident in which jewellery brand Tanishq withdrew an ad depicting an interfaith couple after online backlash.