GIVA defends Raksha Bandhan ad with Kriti Sanon after pulling it over backlash

Jewellery brand GIVA has responded to the online uproar over its recent Raksha Bandhan advertisement featuring actor Kriti Sanon. The company had pulled the ad after social media users criticised Sanon's outfit, but its founder now says the brand's position has not changed.

In a statement, GIVA founder Ishendra Agarwal said the campaign was created in close collaboration with Sanon and reflected a shared belief in celebrating the festival in a way that brings families together. "We remain fully aligned with Kriti on the intent and spirit behind the campaign," he said.

The ad, which showed Sanon in an ivory lehenga with a deep-neck blouse and cape while performing rakhi rituals, drew mixed reactions. Some praised her look, while others called it inappropriate for the occasion. The brand initially removed the video, saying it respected Indian culture and had no intention of hurting religious sentiments.

Agarwal explained that the decision to take down the video was made swiftly because of escalating incidents at some GIVA stores, which created an unsafe environment for staff. "Our first responsibility was to ensure the physical safety of our on-ground people and our stores," he added.

Sanon also responded to the criticism on Instagram, questioning why a woman's clothing is often linked to her respect for culture. She wrote that the essence of festivals lies in emotions and meaning, not attire, and noted that she and her sister tie rakhi to each other, extending the bond to their dogs as well. "Culture & Traditions are in her heart, not in her neckline," she said.

The controversy also drew reactions from Bollywood actor and BJP MP Kangana Ranaut and other political figures on social media.