Jewelry company GIVA has officially withdrawn its latest Raksha Bandhan promotional commercial featuring Kriti Sanon from all media platforms and digital channels following intense public scrutiny over the presentation and clothing choices in the advertisement. The campaign, which was meant to celebrate the upcoming festive occasion, generated significant controversy on social media, prompting commentary from Kangana Ranaut and eventually leading the company to issue a statement detailing its decision to remove the video completely.
Controversy Surrounding the Festive Wardrobe and Pet Scenes
In the promotional video, Kriti Sanon was seen wearing an off-white bralette-style blouse paired with a cape and a draped skirt while participating in traditional festival rituals. Criticism began mounting shortly after the video was published, with several viewers expressing concern that the outfit did not align with the traditional aesthetic typically associated with Raksha Bandhan. Additionally, a specific segment in the advertisement where Kriti Sanon ties a rakhi to her pet dog drew sharp reactions from audiences who questioned the inclusion of pets in the central ritual.
Public Reaction and Kangana Ranaut's Remarks
As the debate gathered momentum across digital networks, Kangana Ranaut joined the public discussion regarding the campaign's direction. Kangana Ranaut questioned the choice of wearing such attire while celebrating a brotherly tradition and referred to the presentation as intentionally creepy. Her public comments further amplified the discussion online, drawing even greater attention to the advertisement and increasing pressure on the brand.
Kriti Sanon's Response to Wardrobe Criticism
Prior to the advertisement being taken down, Kriti Sanon addressed the growing criticism through a statement on her Instagram story to explain her perspective. She defended her choice of attire by asserting that the true essence of any festival resides in genuine emotions and sacred traditions rather than in outer clothing. Kriti Sanon also raised a broader question about when society will stop dictating what women should wear, adding that culture and tradition belong in a woman's heart rather than her neckline.
GIVA's Official Statement and Campaign Withdrawal
In response to the widespread online debate, GIVA announced the immediate withdrawal of the commercial across all broadcasting and online networks. In its official message, the jewelry brand highlighted its deep respect for Indian heritage, traditional customs, and cultural festivals. The company clarified that the primary intent behind the campaign was to extend festive happiness to every member of the family, including household pets. GIVA further stated that it never intended to offend any individual's sentiments, but chose to pull the advertisement from all channels out of respect for those whose feelings were hurt by the presentation.
