GIVA takes down Kriti Sanon ad after backlash over Raksha Bandhan campaign

Jewellery brand GIVA has found itself at the centre of a social media controversy after its Raksha Bandhan advertisement featuring Bollywood actor Kriti Sanon triggered strong reactions online. The ad featured Bollywood actress Kriti Sanon in an Indo-Western outfit, tying a rakhi to a pet dog. 

In the latest update, GIVA said it has removed the ad after it was heavily criticised on social media over the costume worn by the actor. The ad sparked a wider debate over cultural traditions, women’s clothing and advertising choices by netizens. 

"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. 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 Out of respect, we have withdrawn the said advertisement from all media.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!" GIVA said in a statement, posted on its social media pages. 

BJP MP and Bollywood actor Kangana Ranaut on Tuesday commented on Kriti Sanon’s Raksha Bandhan advertisement, further fuelling an ongoing controversy. 

Sanon, too, responded to the ongoing social media debate. "Culture & Traditions are in her heart, not in her neckline!... Also, when will we stop telling women what to wear?? Ethnic fashion has evolved over the years, but still a woman's respect for her culture is measured with just her clothes," she said in a note shared on her Instagram stories.