Jewellery brand GIVA has finally explained why it pulled down its Raksha Bandhan advertisement featuring Kriti Sanon, saying the decision was mainly taken because of growing concerns over the safety of its employees and stores.
The advertisement had sparked a heated debate online, with some people objecting to Kriti Sanon’s outfit and calling it unsuitable for a campaign linked to a traditional festival. As the criticism grew, the situation reportedly moved beyond social media, with concerns emerging around some GIVA stores.
GIVA founder Ishendra Agarwal has now said that protecting employees and the people working at its stores became the company’s top priority. He made it clear that the brand did not pull the advertisement because it suddenly disagreed with the idea behind it.
The campaign was meant to present Raksha Bandhan as a celebration of family, love and togetherness. It also tried to highlight the idea that pets are an important part of a family.
But the message quickly got overshadowed by the debate over Kriti’s appearance in the advertisement. Critics questioned the choice of her outfit for a festival that is traditionally associated with Indian customs and family values.
Kriti, however, did not stay silent. Defending the campaign, the actor questioned the idea that a woman’s clothes should decide whether she respects her culture. She argued that festivals are about the emotions and relationships behind them, rather than simply about what someone chooses to wear.
The controversy also drew criticism from actress-turned-politician Kangana Ranaut, adding further fuel to an already heated online discussion.
On August 26, GIVA announced that it was withdrawing the advertisement and said it respected Indian culture, traditions and festivals. The company also said it had never intended to hurt anyone’s sentiments.
The latest statement from Agarwal gives a different layer to the decision. According to him, the situation around some of the brand’s stores had become tense enough for the company to worry about the safety of its staff and physical locations.
So, while the advertisement may have disappeared, GIVA says the idea behind it has not been rejected.
What began as a festive jewellery campaign has now turned into a much bigger conversation about tradition, women’s choices, advertising and how far online criticism should go when it spills into the real world.
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