Indian jewelry brand Giva has withdrawn its latest advertisement for the upcoming Rakshabandhan festival following backlash over actress Kriti Sanon's outfit. The ad, which depicts Sanon celebrating the Hindu tradition of tying a Rakhi thread on her brother's wrist, drew criticism due to her choice of attire - a cropped top, skirt, and cape. Critics, including BJP MP Kangana Ranaut, deemed the outfit too revealing for the traditional festival. However, Sanon defended her wardrobe selection, stating that culture and traditions reside in women's hearts rather than their clothing choices. The controversy also extended to a scene showing Sanon tying a Rakhi on her pet dog, which some found disrespectful. Despite receiving support from figures like Congress MP Rahul Gandhi, Giva eventually decided to remove the ad, citing a desire to respect societal sentiments. This is not the first time an Indian brand has faced backlash over social media criticism, as Tanishq withdrew an advertisement in 2020 following right-wing protests. Controversies over women's clothing choices have repeatedly sparked debate and outrage in India, with incidents such as a beauty pageant contestant being bullied for her skirt and a student being forced to cover up during an exam making headlines in recent years.