Bollywood actor Kriti Sanon has come under criticism following the release of a new Raksha Bandhan advertisement for jewellery brand GIVA.
The campaign, titled ‘Furever Sibling’, features Sanon celebrating Raksha Bandhan with her brother before tying a rakhi to her pet dog. The advertisement was created to promote GIVA’s new pet-focused jewellery collection.
The campaign quickly attracted attention on social media, with some viewers objecting to both the concept and Sanon’s outfit. Critics argued that the advertisement diluted the traditional significance of Raksha Bandhan by appearing to give greater emphasis to the pet than the sibling.
Some social media users also described Sanon’s outfit as inappropriate for a traditional festival and called for the advertisement and brand to be boycotted.
However, the campaign has also received support from pet lovers and other users. Supporters argued that pets are increasingly regarded as members of the family and that celebrating the bond with a pet does not necessarily undermine the traditional meaning of Raksha Bandhan.
The debate has therefore divided online opinion, with one side questioning the commercialisation of a traditional festival and the other welcoming a broader interpretation of sibling and family bonds.
Kriti Sanon has so far not publicly commented on the controversy.
