New Delhi: Jewellery brand GIVA has removed its Raksha Bandhan advertisement featuring actor Kriti Sanon after facing strong criticism on social media. The ad was taken down a day after Sanon responded to people who questioned the clothes she wore in the commercial.
The advertisement led to a major debate online. Several users objected to Sanon’s outfit, while actor and BJP MP Kangana Ranaut also criticised the campaign and accused the actor of “tying rakhi in a bikini”.
After the controversy continued for several days, GIVA posted a statement on its official Instagram account. The company said it respects Indian culture, traditions and festivals and had removed the advertisement from all platforms to avoid hurting anyone’s sentiments.
“We have the highest regard and deep respect for Indian culture, traditions and festivals. As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets.
“If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all. Out of respect, we have withdrawn the said advertisement from all media. Wish you all the love & positivity this festive season!” the brand said in a statement.
In the commercial, Sanon was seen celebrating Raksha Bandhan in a bralette-style blouse, a cape and a draped skirt. The advertisement was later removed following criticism from a section of social media users.
Ranaut also commented on the issue and called the advertisement “intentionally creepy”. She questioned the manner in which the festival had been shown in the campaign.
Kriti Sanon Defends Advertisement
After Ranaut’s comments, Sanon responded through a post on her Instagram Stories. She said the importance of festivals lies in the emotions and traditions connected with them, not in the clothes worn by women, as reported by NDTV.
“The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions…” she wrote, adding why women’s attire constantly invites societal scrutiny.
“Also, when will we stop telling women what to wear?? Ethnic fashion has evolved over the years, but still a woman’s respect for her culture is measured by just her clothes!! Culture & traditions are in her heart, not in her neckline!” Kriti Sanon wrote.
Sanon also defended the decision to show her dog in the Raksha Bandhan advertisement. Some users had criticised her for tying a rakhi to the pet. Others accused GIVA of making light of a Hindu festival and objected to Sanon’s outfit, describing it as a “bra”.
“Rakshabandhan is a bond of protection. My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would have. We pray for each other’s health, happiness & long life. And for us, this prayer and promise extends to our dogs too! After all, they are family,” she added.
Kriti Gets Support From Sister, Rahul Gandhi
Sanon’s sister Nupur later shared her post and defended her. She said people should not be so concerned about another woman’s clothes. Addressing Ranaut, she wrote, “Imagine being this bothered by what another woman chooses to wear. Respectfully, evolve. PS: I’m the one she tied the rakhi to, and if I don’t have a problem with it, why do you?”
Congress MP Rahul Gandhi also supported Sanon during the controversy. Sharing her statement on Instagram Stories, he wrote: “What a woman wears, what she does and where she goes – it is her choice.”
“Stop trolling women for exercising their freedom,” he added. He also used the hashtag #SmashThePatriarchy, which he had recently used at his all-woman ‘Chhatron ki Goonj’ rally in Pune.
Although Sanon received support from her sister and many others, GIVA decided to remove the advertisement after continued criticism and debate on social media.