GIVA Withdraws Kriti Sanon’s Raksha Bandhan Ad Following Backlash, Issues Apology
GIVA has decided to withdraw its recent jewellery advertisement featuring Kriti Sanon after facing significant backlash on social media. The campaign, which was launched around the time of Rakshabandhan, has been removed from all platforms. In response to the criticism, the jewellery brand issued an apology on its official Instagram account, emphasizing that it never intended to hurt anyone’s sentiments.
GIVA’s Apology and Statement
In its statement, GIVA expressed, “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 Out of respect, we have withdrawn the said advertisement from all media.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!”
The advertisement featured Kriti Sanon tying a rakhi to her onscreen brother. In the campaign, the actress donned a white bralette-style top paired with a sheer matching cape and a traditional-style skirt. This choice of outfit sparked discussions online, with many social media users questioning its appropriateness for a festival that emphasizes family traditions.
Criticism from Celebrities
The campaign also caught the attention of actress Kangana Ranaut, who criticized the styling without directly naming Kriti or GIVA. She described the commercial as “creepy,” adding to the ongoing debate surrounding the advertisement.
Kriti Sanon responded to the backlash, defending her outfit choice. She addressed the broader issue of societal expectations regarding women’s clothing, stating, “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!”
Kriti’s sister, Nupur Sanon, also came to her defense, taking to Instagram Stories to question the criticism aimed at her sister’s attire.
Broader Conversations on Fashion and Culture
With GIVA’s decision to withdraw the advertisement and issue an apology, the controversy has sparked a larger conversation about fashion, cultural traditions, and the expectations placed on women’s clothing during festive occasions. The incident has highlighted the ongoing dialogue about how women express their identity and cultural respect through fashion choices.
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