New Delhi: Jewellery brand GIVA has removed an advertisement featuring actor Kriti Sanon after it sparked a controversy over its portrayal of a Raksha Bandhan celebration.
The advertisement had drawn criticism after Sanon was shown wearing an Indo-western outfit and tying a rakhi to a dog. The campaign attracted strong reactions on social media and also led to a public exchange involving actor Kangana Ranaut and Congress leader Rahul Gandhi.
GIVA pulls ad from all platforms
GIVA announced that it had withdrawn the advertisement from all media platforms, while stressing that it has deep respect for Indian culture, traditions and festivals.
The brand said its intention was to celebrate festivals with families and also include pets in such celebrations.
However, GIVA acknowledged that the advertisement may have hurt the sentiments of some sections of society.
The company said the decision to remove the advertisement was taken out of respect and wished people “love and positivity” during the festive season.
Kriti Sanon had defended the ad
The controversy intensified after Kangana Ranaut criticised the advertisement and questioned its portrayal of the festival and Sanon’s clothing.
Sanon defended the campaign and argued that women should not be subjected to criticism over what they choose to wear.
Rahul Gandhi also came out in support of the actor, saying that a woman should have the freedom to decide what she wears, does and where she goes.
GIVA’s decision to withdraw the advertisement comes a day after Sanon defended the campaign.
The episode has once again sparked a wider discussion online about advertising, cultural traditions, personal choice and how brands approach religious festivals.