Kriti Sanon’s latest Raksha Bandhan campaign with jewellery brand GIVA has sparked a heated conversation online, with viewers divided over her outfit and the advertisement’s decision to bring pets into a festival traditionally centred on sibling bonds.
The campaign, titled “Furever Sibling”, features Sanon celebrating Raksha Bandhan with her brother before extending the occasion to their pet. The idea is part of GIVA’s Pet Collection, which includes silver jewellery and accessories designed around the bond between pets and their owners.
While the pet focused concept was intended to present four legged companions as part of the family, the advertisement has attracted criticism for another reason. Sanon appears in an off white bralette style blouse paired with a cape and draped skirt. Several social media users questioned the choice of styling for a Raksha Bandhan campaign and argued that it did not match their expectations of traditional festive attire.
The criticism became particularly vocal over the weekend. Some users accused the campaign of making a mockery of Indian festival traditions, while others questioned the absence of familiar elements such as a puja thali and tilak. Comments also focused on the decision to show Sanon tying a rakhi to the dog before tying one to her brother.
However, Sanon first ties a rakhi to her brother and then includes the pet in the celebration. GIVA’s broader campaign message is built around the idea that pets are increasingly regarded as family members.
The campaign was launched in July alongside GIVA’s Pet Collection, well before the latest social media backlash. The campaign was positioned as an attempt to connect Raksha Bandhan with changing ideas of family and pet ownership.
As of August 23, 2026, the controversy remains largely a social media debate. Kriti Sanon has not publicly responded to the criticism, and there has been no reported apology from GIVA over the campaign.
For GIVA, the controversy may have been an unintended consequence of trying to make a traditional festival feel more contemporary. For viewers, however, the debate raises a familiar question how far can brands modernise cultural celebrations before audiences feel that the tradition itself is being diluted?
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