GIVA Withdraws Kriti Sanon's Raksha Bandhan Ad After Social Media Backlash

Jewellery brand GIVA removed the Kriti Sanon-starring advertisement after receiving significant negative feedback on social media.

The company released a statement that 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. 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 Out of respect, we have withdrawn the said advertisement from all media.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!”

Kriti defends attire amid festival ad criticism

Kriti was wearing an ivory suit in the campaign, and shortly after it went live, her attire drew considerable criticism.

Kriti defended her attire and interpretation of Raksha Bandhan on Tuesday, saying that the essence of festivals lies in emotions and traditions rather than clothing. She wrote,

“The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions. Rakshabandhan is a bond of protection. My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would have.”

She added,

“We pray for each other’s health, happiness & long life. And for us, this prayer and promise extends to our dogs too! After all, they are family! 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!! Culture & Traditions are in her heart, not in her neckline!”

Kangana criticises Kriti's festive advertisement

Kangana Ranaut had previously criticised Kriti's attire, calling it "intentionally creepy." “It is a wonderful time to be a woman, our closets are full of variety of clothes, today's woman is a global woman, from cocktail dresses to lehenga cholis, jeans to saris, bikinis to salwar kameez,” Kangana wrote, without naming Kriti.

“Why would you tie your brother a Rakhi in your bikini or pants given all the options available to us today? Where are all of your alternatives for styling? The advertisement is purposefully eerie, haha,” she added.