GIVA Ad Controversy: Festive Campaign Backlash Over Kriti Sanon

If you scrolled through your social media feed this Raksha Bandhan, you might have noticed—and then not noticed—a particular ad from premium jewellery brand GIVA. The company quickly pulled its recent festive campaign featuring actor Kriti Sanon after it sparked significant online backlash.

The controversy centered on two key elements within the advertisement. Viewers took issue with Sanon’s Indo-Western outfit, specifically described as a bralette-style blouse and cape, and also with the depiction of her tying a rakhi to a pet dog.

What Sparked the Debate?

• BJP MP Kangana Ranaut publicly criticised Sanon’s clothing choice, labeling it “intentionally creepy.”
• GIVA swiftly responded to the widespread negative reactions, confirming the withdrawal of the advertisement.
• The brand issued a statement clarifying that their intention was never to offend any sentiments.

This incident isn’t isolated; it highlights the tricky tightrope brands walk during high-stakes festive seasons. Industry experts weighed in on the delicate balance needed between creative campaigns and respecting cultural sensitivities.

Expert Takeaways on Brand Risks

• Samit Sinha, founder of Alchemist Brand Consulting, noted that brands often feel pressured to take bigger risks during festivals to stand out.
• Ad film director Prahlad Kakkar suggested brands should gauge the true extent of public offense before deciding an ad’s fate.
• Santosh Desai, CEO of Futurebrands, emphasized that brands must understand their target audience deeply to defend their content and avoid appearing naive post-controversy.

GIVA’s experience mirrors similar challenges other companies have faced when their campaigns touched sensitive cultural nerves. This recurring issue underscores the continuous learning curve for advertisers in a diverse market.

Past incidents involving brands like Dabur, Tanishq, FabIndia, and Surf Excel all point to this ongoing tension. For consumers, it means watching how brands navigate cultural expectations while still trying to connect with us in new ways.