Kriti Sanon's Raksha Bandhan ad faces backlash over outfit and concept

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The campaign's contemporary take on the festival has divided social media users, with some calling it disrespectful.Advertisement.pagenode__2684512 #comment_box{display:none}.section__education .description.paywall .elec_stripe_iFrame {display: none;}.dark-mode .livetv__sticky svg path{stroke: #fff;} .dark-mode .livetv__sticky svg text{fill:#fff}.tbl-read-more-box {z-index:991 !important}.airtel_5g{width:0px !important;height:0px !important;}table .shopping__widget {display:none}table .inline_ad2 {display: none;}.trinity__container{display: none;} .autiostory a{display: none !important}.description table{max-width:100%;border: 0;margin-bottom: var(--widgetgap);} table tr td #teads-ad{display:none}table tr td .ads__container{display:none}ul>li div#shoppingWidgetLSH{display:none}ul>li div#shoppingWidget_mobile{display:none}.Story_story__content__body__qCd5E .Story_description__fq_4S>ul>li:has(.inline-story-add) div { display: none; }.pagetype__story ul li #checktheseout2{display: none}.newspress_rhs_widget .mframe { background: url(https://akm-img-a-in.tosshub.com/sites/misc/img/iphone-frame.png); }.ads_container .top_ad>* * { text-align: center; margin: 0 auto; }.ite_mg_banner:nth-of-type(2) { display: none; } .pagenode__2672529 .inline_ad2{display:none}Kriti Sanon's new ad sparks debate online. (Credit: Screengrab from the ad)India Today Entertainment DeskNew Delhi,UPDATED: Aug 24, 2026 07:44 IST .ai_assist_bar2 { top:30px } Actor Kriti Sanon’s latest Raksha Bandhan advertisement has not gone down well with some social media users, with the campaign drawing criticism over its presentation of the festival. Kriti’s outfit and certain elements of the advertisement have sparked a debate online. In the ad, Kriti is seen celebrating Raksha Bandhan while dressed in an off-white bralette-style blouse, cape and draped skirt. While the campaign aims to give the traditional festival a contemporary spin, some users questioned whether the outfit was appropriate for the occasion. The advertisement also features a dog as part of the Raksha Bandhan celebration. In one sequence, the 36-year-old actor ties a rakhi to the pet after it appears barking in the frame. The brand appears to present the dog as a member of the family, incorporating it into the festive ritual. However, the concept has divided social media users, with some questioning the creative approach taken by the brand. Several users accused the campaign of making a mockery of an Indian festival, while others criticised the choice of outfit and the inclusion of the dog in the Raksha Bandhan ritual. One of the X users wrote, “Kriti sanon wearing a bra while tying a rakhi to her brother in a new jewellery Ad by GIVA. You won't see them making fun of either Eid or Christmas (sic),” while another wrote, “What nonsense is this Inko Hindu festivals hi milte hain apna WOKE agenda chalane? (sic).” A third user chimed in and wrote, “Once again Hindu festivals are being demeaned. No woman dresses like this on Raksha Bandhan. Shame on you Kriti Sanon.” On the work front, Kriti Sanon was recently seen in the romantic comedy-drama Cocktail 2 (2026), alongside Shahid Kapoor and Rashmika Mandanna. She also starred opposite Dhanush in Tere Ishk Mein (2025).- EndsPublished By: Prachi aryaPublished On: Aug 24, 2026 07:44 ISTALSO READ | Kriti Sanon's rumoured boyfriend Kabir Bahia shares unseen pics on her birthday Also WatchPregnancy, abortion, alleged cruelty: What happened during Twisha's final days?Health 360: Maharashtra FDA cracks down on surrogate ads, unhealthy dining risksMQ-9 SeaGuardian Lease aircraft system sparks cheap drones vs HALE UAVs debateAdvertisement.ad_300_100 .adtext{display:none;}Read ThisKriti Sanon’s Raksha Bandhan ad faces backlash over outfit and conceptLeo Horoscope Today, August 24, 2026: Will purchase desired item, profit percentage will increaseGemini Horoscope Today, August 24, 2026: Efficiency Will Be Strengthened, Profits Will IncreaseAdvertisement window.addEventListener("message", function (event) { if (event.data?.type === "sharelink" && event.data.shareurl) { console.log("Received sharing links and details", event.data.shareurl); window.open(event.data.shareurl, "_blank"); 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