Under the glare of social media, GIVA’s Rakhi campaign has turned a glittering ad into a tinderbox for cultural debate. The commercial, shot in a sun‑lit studio, shows Sanon twirling in a bralette‑style blouse that lets her neckline dip into the realm of the provocative, a design that sparked criticism from users who felt the festival’s sanctity was disrespected.
Kangana Ranaut, never one to mince words, slammed the ad in a tweet that read, “Why would you tie a rakhi to your brother while wearing a bikini or undergarments?” Her comment set off a cascade of jeers, with many fans echoing the sentiment that the outfit was “intentionally creepy.” Sanon, meanwhile, posted a calm counter‑note, reminding her followers that “the essence of festivals is not in the clothes you wear; it is in the emotions and meaning you attach to the traditions.”
The heat didn’t end there. In Episode 2 of “What Women Want” Season 6, hosted by Kareena Kapoor Khan, Sanon unpacked the toxicity she and her family had endured. She shared that trolls had left harassing comments on her mother’s and sister’s posts, describing them with “nasty, abusive language.” The actress argued that women are constantly under scrutiny, with critics questioning everything from height to pregnancy status.
Sanon’s words hit a nerve. She urged her audience to stand up for themselves, stating, “It’s only women who are targeted for the smallest thing. We need to shatter this patriarchy multiple times for it to break.” Her call for solidarity echoed earlier feminist calls in Bollywood, reminding fans that the fight against gender bias extends beyond the silver screen.
While the GIVA ad might have been a marketing misstep, it has opened a wider conversation about cultural policing in India’s entertainment industry. Fans and critics alike are now watching for how brands and actors will navigate the delicate line between innovative fashion and respectful tradition. The next season of “What Women Want” promises to tackle more of these hot topics, keeping the dialogue alive beyond the screen.