The Core Controversy: Contemporary Styling vs Traditional ExpectationsThe commercial showcased Sanon celebrating the occasion in an ivory Indo-Western ensemble featuring a bralette-style cut, a draped skirt, and a sheer cape, extending the tradition of tying a Rakhi to include a family pet.
The Backlash: Sections of social media objected to the modern silhouette, arguing that the design was unsuitable for a traditional cultural event.
Kangana Ranaut’s Critique: The debate gained momentum after actor-politician Kangana Ranaut posted a sharp commentary online questioning why such modern cuts were chosen over traditional ethnic silhouettes for a sibling celebration.
Perspectives: Star's Defense and the Brand’s Official Response
Before the campaign was pulled, Sanon addressed the growing online discourse, emphasizing that festive significance is rooted in underlying emotions and bonds of mutual protection rather than sartorial policing. Pointing out the evolution of modern ethnic fashion, she argued that cultural devotion is defined by internal values rather than the design of a neckline.
Congress MP and Leader of the Opposition Rahul Gandhi also publicly weighed in on the issue, expressing support for personal freedom and arguing that women should not face online harassment over their wardrobe choices.
Despite the defense, GIVA issued a formal statement on Wednesday confirming the removal of the advertisement:
“We have the highest regard and deep respect for Indian culture, traditions and festivals. As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets. If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all. Out of respect, we have withdrawn the said advertisement from all media.”
Trade Verdict:
The controversy surrounding GIVA’s Raksha Bandhan campaign highlights the delicate balance commercial brands face when merging modern aesthetics with traditional Indian festivals. While artistic modernization remains common in high fashion, commercial campaigns during heritage festivals often encounter heightened public scrutiny.
