The advertisement drew criticism on social media over Sanon's Indo-Western outfit, which included a bralette-style blouse, cape and draped skirt.

The campaign also showed Sanon celebrating Raksha Bandhan and tying a rakhi to a pet dog.

The controversy intensified after Ranaut criticised the campaign, questioning the choice of styling while portraying a Hindu festival.

Kangana's old video resurfaces

Amid the controversy, social media users have now targeted Ranaut by digging up an old video from the National Film Awards.

A clip from the 63rd National Film Awards has resurfaced on social media, with netizens accusing Ranaut of having double standards over her views on clothing and cultural representation.

The video shows Ranaut receiving the National Award for Best Actress for Tanu Weds Manu Returns from then President Pranab Mukherjee. She was seen wearing a pastel-pink off-shoulder gown during the ceremony.

Netizens compare Kangana and Kriti's National Award looks

Social media users have compared Ranaut's western outfit at the National Awards ceremony with Sanon's attire when she received her own National Award for Mimi in 2023.

Sanon wore a custom ivory-and-gold handloom saree as she received the honour from President Droupadi Murmu.

The comparison has added another dimension to the ongoing debate, with critics questioning whether Ranaut's criticism of Sanon's GIVA campaign is consistent with her own past choice of attire.

The controversy has consequently moved beyond the GIVA advertisement, raising broader questions about women's clothing, cultural expectations and whether traditional values should determine how women dress while participating in festivals and public ceremonies.

Kangana questions representation of Hindu festivals

Ranaut's criticism focused on what she described as the cultural and civilisational significance of Hindu festivals. Her remarks sparked a larger discussion over whether traditional festivals should necessarily be represented through conventional Indian attire and customs.

Kriti Sanon in the controversial advertisement. Photo: Screen-grab

Kriti Sanon responds

Sanon subsequently appeared to respond to the criticism without naming Ranaut directly.

The actor argued that culture is rooted in a person's values and emotions rather than simply in their clothes. Her response shifted the debate towards women's autonomy and whether a person's attire should be used as a measure of their respect for tradition.

GIVA withdraws the advertisement

The backlash eventually prompted GIVA to withdraw the advertisement from its media platforms.

The jewellery brand said it has "the highest regard and deep respect" for Indian culture, traditions and festivals and that hurting sentiments was never its intention.

The controversy has since grown into a wider conversation about cultural representation, women's clothing and the evolving ways in which Indian and Hindu festivals are portrayed in popular culture.