In an interview with DD News, Kangana hit back at Bollywood actor Kriti Sanon, who had shared a detailed social media post countering objections to the bralette she wore in the advertisement.

Kangana questioned who had stopped Kriti from exercising her freedom of choice when it came to her attire, while underlining the importance of following traditional norms during a Hindu ceremony.

Photo: Screen-grab

'Who is stopping them from wearing whatever they wish?'

“For the kind of films they feature in, who is stopping them from wearing whatever they wish? Who has stopped her from wearing what she wants? Who even cares about what she wears?

“How can someone have such a foolish thought? A festival itself is an aesthetic expression of any civilisation,” the Bharatiya Janata Party (BJP) MP said.

Kangana calls bralette a 'minor issue'

Kangana, who was among the first to criticise the advertisement, said the bralette worn by Kriti was a “minor issue”, arguing that the larger concern was the absence of traditional rituals associated with the Hindu ceremony.

“I feel everyone was appalled by the ad. The bralette was a minor issue, but the family, halwa, poori, Bhagwan and tika were all missing from the ad. How can this be normalised in a country where Sanatanas have been fighting for their existence for centuries? No, this cannot be allowed. A Rakhi ceremony cannot be held without tika,” the controversial BJP parliamentarian added.

What Kangana Ranaut had said earlier

Kangana criticised the advertisement on Monday, questioning Kriti's choice of outfit while tying a rakhi to her brother.

Sharing the advertisement on her Instagram Stories, Kangana asked: “Why would you tie your brother a rakhi in your bikini/undergarments?”

She described the campaign as “intentionally creepy” and argued that women have a wide range of clothing options to choose from.

Kangana pointed to outfits ranging from cocktail dresses and lehengas to jeans, saris, bikinis and salwar kameez, questioning why Kriti's particular styling was chosen for a Raksha Bandhan campaign.

Kriti Sanon hits back

Kriti responded to the backlash by defending both her outfit and the message behind the GIVA campaign.

She said the “essence of festivals is not in the clothes you wear; it is in the emotions and meaning you hold for the traditions.”

Explaining the campaign's portrayal of pets, Kriti said Raksha Bandhan represents a bond of protection. She noted that she and her sister tie rakhi to each other and said the same sentiment extends to their dogs because “they are family.”

Photo: Screen-grab

Addressing the criticism over her clothing, Kriti questioned: “When will we stop telling women what to wear?”

She also argued that although ethnic fashion has evolved, a woman's respect for her culture is still often judged by her clothes.

In a strong response, the Cocktail 2 actor said: “Culture & Traditions are in her heart, not in her neckline!”

The controversy has since sparked a wider debate over women's clothing choices, cultural representation in advertising and the changing way traditional Indian festivals are portrayed in contemporary campaigns.

GIVA withdraws advertisement

In a statement, GIVA announced the withdrawal of the advertisement from all platforms saying it has the “highest regard and deep respect” for Indian culture, traditions and festivals.

The brand said it had always believed in celebrating festive occasions with the entire family and that the campaign sought to extend the sentiment of love and celebration to pets as well.

GIVA said: “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.”

The company added: “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. Wish you all the love & positivity this festive season!”