GIVA Pulls Kriti Sanon Raksha Bandhan Ad Over Safety & Backlash

Shoppers looking for festive jewellery campaigns saw a prominent one disappear as **GIVA**, the popular jewellery brand, pulled its Raksha Bandhan advertisement featuring actor Kriti Sanon.

GIVA founder **Ishendra Agarwal** explained the decision was driven by escalating safety concerns around their physical stores and for the well-being of their on-ground teams. The brand maintains its support for the campaign’s original intent.

The advertisement depicted Kriti Sanon performing Raksha Bandhan rituals in an ivory lehenga, a deep-neck blouse, and a cape. While some viewers appreciated her festive attire, the campaign faced significant online criticism, with social media users deeming her outfit inappropriate for the festival.

Following the backlash, GIVA initially removed the ad and issued a statement affirming its respect for Indian culture and traditions, reiterating that no offense was intended.

Kriti Sanon Responds to Controversy

Actor **Kriti Sanon** herself addressed the controversy, questioning the notion that a woman’s clothing dictates her respect for culture and traditions.

She stated on Instagram that the essence of festivals lies in emotions and meaning, not in attire. Sanon highlighted that a woman’s respect for culture is in her heart, not in her neckline, sparking widespread reactions on social media.

This incident highlights the delicate balance brands like GIVA must maintain between creative campaigns and navigating diverse cultural sensitivities in the Indian consumer market, shaping what consumers see and engage with.