Mumbai: Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring actor Kriti Sanon after the campaign triggered widespread debate on social media over its portrayal of the festival, Sanon’s outfit and a scene involving a pet dog.
The festive campaign showed Sanon dressed in an Indo-Western ensemble comprising a bralette-style blouse, cape and draped skirt. The advertisement also featured her tying a rakhi to a pet dog, with the campaign seeking to extend the idea of family and festive celebration to pets.
Soon after the advertisement circulated online, it drew criticism from a section of social media users who questioned both the styling and the representation of Raksha Bandhan. At the same time, others defended the campaign and Sanon’s choice of clothing, turning the advertisement into a wider discussion around cultural traditions, personal choice and the way festivals are portrayed by brands.
The debate gained further attention after actor and BJP MP Kangana Ranaut criticised the campaign and questioned Sanon’s attire. Sanon subsequently responded to the criticism, arguing that respect for culture and traditions should not be judged on the basis of a woman’s clothing.
Amid the growing online conversation, GIVA issued a statement on its official social media account and confirmed that it had withdrawn the advertisement from all media.
The jewellery brand said it had “the highest regard and deep respect for Indian culture, traditions and festivals” and explained that the campaign had been intended to celebrate festive moments with the entire family while extending the celebration to pets.
GIVA added that hurting the sentiments of any section of society had not been its intention. The company said that, “out of respect”, it had decided to remove the advertisement from all media.
The withdrawal brings an end to the campaign but has continued to generate discussion around festive advertising and the balance brands seek to maintain between contemporary creative expression and cultural sensitivities.
For jewellery companies in particular, festivals such as Raksha Bandhan remain important marketing periods, with campaigns increasingly moving beyond product-led communication towards storytelling around relationships, gifting and changing definitions of family. The GIVA episode also illustrates how rapidly reactions on social media can influence the life cycle of a major brand campaign.