GIVA, a popular jewellery brand, has decided to take down its recent advertisement featuring actress Kriti Sanon after receiving backlash on social media. The campaign, which was launched in connection with the Rakshabandhan festival, has been removed from all platforms. In light of the criticism, GIVA issued an apology on its official Instagram account, stating that it was never their intention to hurt anyone’s feelings.
In their statement, GIVA expressed appreciation for Indian culture, traditions, and festivals. They noted that their goal was to celebrate these occasions with families and to include pets in the festivities this time around. However, if the advertisement upset anyone, they sincerely apologized and have chosen to withdraw it out of respect.
The ad depicted Kriti Sanon tying a rakhi to her on-screen brother while wearing a contemporary outfit that raised eyebrows. Many people on social media questioned the appropriateness of her attire for such a traditional festival.
The advertisement also faced criticism from actress Kangana Ranaut, who commented on the styling while not directly targeting Kriti or GIVA. She described the ad as “creepy,” sparking further debate.
In response to the backlash, Kriti defended her clothing choice, highlighting the ongoing conversation about women’s fashion. She emphasized that a woman’s respect for her culture should not be judged solely by her clothes, stating that culture and tradition reside in one’s heart rather than in appearance.
Kriti’s sister, Nupur Sanon, also spoke out in support of her, using her social media to challenge the negative comments directed at Kriti’s outfit.
With GIVA retracting the advertisement and apologizing, the situation has led to a broader discussion about fashion, cultural values, and the societal pressures regarding women’s attire during festivals.
