GIVA Withdraws Rakshabandhan Ad Featuring Kriti Sanon
Jewellery brand says the campaign was intended to celebrate the festival with families and pets.
Jewellery brand GIVA has withdrawn its recent Rakshabandhan advertisement featuring actor Kriti Sanon following an online discussion around the campaign and its contemporary interpretation of the festival.
The advertisement, which featured Sanon in an ivory ethnic ensemble, became a talking point on social media, prompting conversations about the campaign's portrayal of the festival and festive traditions.
Addressing the discussion, GIVA issued an official statement reiterating its respect for Indian culture, traditions and festivals.
“We have the highest regard and deep respect for Indian culture, traditions and festivals,” the brand said in its statement shared on social media.
GIVA said it has always believed in celebrating festive occasions with the entire family and that the latest campaign sought to extend that sentiment to pets as well.
“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,” it said.
The brand acknowledged that the advertisement may have hurt the sentiments of some sections of society, while clarifying that this was not its intention.
“If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all,” GIVA said.
The jewellery brand also announced that it had withdrawn the advertisement from all media platforms. It concluded the statement by wishing people “love & positivity” for the festive season.
The development comes as brands increasingly navigate conversations around the representation of Indian festivals in advertising, with GIVA stressing that its campaign was intended to convey the spirit of celebration, family and togetherness.
