Jewellery brand GIVA has officially withdrawn its festive Raksha Bandhan commercial featuring Bollywood star Kriti Sanon. The brand removed the campaign from all digital and broadcast platforms. The decision followed days of intense social media backlash regarding the actor’s wardrobe. Critics had argued that her modern attire clashed with the traditional spirit of the festival.
Backlash Over Festive Attire and Social Media Debate
In the commercial, Kriti appeared in an Indo-Western ensemble featuring a bralette-style blouse, draped skirt, and cape. The video portrayed her tying rakhis to her sibling and pet dog. However, a section of internet users expressed anger over the choice of clothing.
Many argued that traditional family rituals require conventional Indian attire. The online debate quickly trended across several social media platforms.
Kriti Sanon’s Defense and Kangana Ranaut’s Critique
The controversy escalated after actor and parliamentarian Kangana Ranaut criticized the commercial. Kangana questioned the normalization of revealing modern wear during sacred rituals.
Before the withdrawal, Kriti Sanon had responded directly to online critics.
She stated that genuine cultural values reside in the heart, not in outward clothing. Her response divided netizens further, prompting calls to boycott the jewellery brand.
Brand Issues Official Apology and Pulls Campaign
Facing mounting public scrutiny, GIVA issued a formal statement announcing the immediate withdrawal of the advertisemen. The company clarified that it holds deep respect for Indian culture, festivals, and traditions.
The brand apologized for unintentionally hurting public sentiments. Company executives stated that they withdrew the advertisement out of respect for viewers and customers.
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