A Giva jewellery ad for Raksha Bandhan has been withdrawn after backlash over Kriti Sanons outfit reports cbinews.tv.

The film showed Sanon celebrating Rakhi in a cropped top, skirt and cape. BJP MP Kangana Ranaut called the look intentionally creepy and questioned why anyone would tie Rakhi in a bikini style top. Some users agreed, saying a bralette was inappropriate for a sacred festival.

Others criticised a scene where Sanon ties Rakhi on her pet dog.

Sanon replied on Instagram that culture lives in a womans heart not in her neckline and that festivals are about emotion not clothes.

She said the pet gesture reflected her own idea of protecting loved ones. Support came from figures including Rahul Gandhi who said a womans clothing is her choice.

Giva later said it has deep respect for Indian culture and had only wanted to include pets in the family celebration.

Raksha Bandhan is an ancient protective thread ritual now a major retail moment. Indias jewellery market is worth over 78 billion dollars and festive sales drive up to a third of annual revenue.

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