GIVA’s Raksha Bandhan ad, which features Kriti Sanon, has generated a social media controversy about the actor’s Indo-Western style. While some questioned its suitability for a traditional event, others supported the campaign’s contemporary form.
The discussion, however, has brought attention to a bigger part of the campaign: GIVA’s aim to broaden the concept of siblinghood to include dogs.
The ‘Furever Sibling: The Pawfect Bond, Crafted in Silver’ campaign was designed to promote GIVA’s new Pet Collection and frames Raksha Bandhan as a celebration of ties that go beyond traditional family definitions.
In the film, Sanon ties a rakhi to her brother before including a pet in the ceremony, mirroring the rising trend among urban pet parents to treat their animals as family members.
Nevertheless, the marketing drew internet criticism, with some concentrating on Sanon’s clothing rather than the film’s main message. The actress is seen wearing a bralette-style shirt, a cloak, and a draped skirt, an Indo-Western ensemble that some social media users deemed improper for a holiday connected with family traditions and traditional celebrations.
Some questioned whether fashion style had trumped cultural context in the campaign, stating that businesses should use more recognizable visual representations when promoting events like Raksha Bandhan.
The critique rapidly became part of the campaign debate, with comments turning the focus away from GIVA’s jewelry and pet-focused story and into themes of tradition and “decency”.
However, the reaction was countered with an equally fierce defense. Several commenters remarked that a woman’s wardrobe choice should not decide her ability to attend a festival, citing a recurrent double standard in the criticism of female celebrities. Others said that the critique overlooked the campaign’s greater message, which focused on widening the meaning of family and siblinghood.
GIVA’s advertisement makes this viewpoint clear. The firm stated that it intended to commemorate siblings “whether they walk on two legs or four” by providing jewelry and accessories for pet parents.
Resha Jain, GIVA’s Chief Brand Officer, stated that the ad was motivated by evolving concepts of family and the growing importance of dogs in families.
“At GIVA, we’ve always thought that jewelry is more than just an accessory; it’s a reflection of the connections that form our lives. “With Furever Sibling, we wanted to honor this timeless bond while also acknowledging that, for many today, siblinghood extends to the furry companions who become an inseparable part of our families,” Jain explained.
As a result, the campaign is pursuing two objectives at the same time. On the one hand, it creates a new occasion for GIVA’s Pet Collection by celebrating Raksha Bandhan, which is historically connected with sibling bonds. On the other hand, it employs Kriti Sanon’s style to maintain a fashion-forward, modern visual identity, a decision that appears to have been more contentious than the campaign’s real promise.
Rather than merely presenting items, holiday ads for jewelry manufacturers are increasingly focused on creating emotional tales about relationships, gifting, and identity. GIVA’s film takes a similar strategy, leveraging the festival to debut a new category and tie their jewelry proposal to the expanding culture of pet parenthood.
However, the reply highlights the pitfalls of occasion-driven advertising in India. Festivals have deeply established cultural images and audience expectations, so even seemingly minor creative decisions, such as wardrobe and styling, can impact how the bigger campaign is viewed.
The GIVA campaign’s core concern is whether businesses can modernize the visual language of classic festivals without alienating viewers who anticipate identifiable cultural markers. In this scenario, the festive environment and Rakhi tradition were preserved, but Sanon’s modern attire became the focal point for a segment of spectators.
For others, such a decision highlighted the changing character of Indian festivals. Supporters of the campaign said that there is no one right way to dress during Raksha Bandhan, and that current fashion does not detract from the authenticity of the occasion.
The debate also highlights how social media has altered the lifespan of holiday advertising. The brand or creative agency no longer has complete control over the meaning of a campaign.
Comments, reposts, and creator reactions may swiftly generate competing storylines, occasionally diverting attention away from the original product message entirely.
In GIVA’s instance, the discussion has arguably increased the campaign’s prominence. What began as a Raksha Bandhan campaign centered on dogs as “furever siblings” is now being cited as an example of the contradiction between tradition and personal expression in modern advertising.
According to the company, the campaign will be boosted by digital platforms, creative partnerships, social storytelling, and holiday giving experiences across all of its online and offline channels. Its fundamental offering is the extension of Raksha Bandhan beyond biological siblings, with personalized pet charms and other goods intended for consumers who increasingly regard pets as members of the family.
For GIVA, the style debate has become part of the campaign’s narrative, illustrating once more that in holiday advertising, the creative execution can often spark as much discussion as the product or message itself.
