Kriti Sanon GIVA Ad Controversy: Nupur Sanon Defends Sister over Ongoing Criticism of the Festive Campaign
The brand apologized and said it withdrew the campaign after criticism over Kriti Sanon’s outfit and the rakhi scene with a pet dog.
- On Wednesday, GIVA Jewellery withdrew its Raksha Bandhan advertisement featuring actor Kriti Sanon after social media backlash. The brand apologized, stating it has 'highest regard and deep respect' for Indian culture and never intended to hurt sentiments.
- Criticism emerged after the campaign depicted Sanon in an Indo-Western ensemble, with detractors labeling her outfit 'intentionally creepy' and inappropriate for a traditional festival. Some users also objected to a scene showing her tying a rakhi to her pet dog.
- Sanon defended her participation on social media, writing that 'culture and traditions are in her heart, not in her neckline.' She argued festival essence lies in emotions rather than clothing, while noting her pets are considered family.
- Political figures weighed in as BJP MP Kangana Ranaut criticized the styling, while Congress MP Rahul Gandhi defended Sanon. Gandhi urged the public to 'stop trolling women for exercising their freedom,' highlighting polarization over creative liberty.
- Corporate retractions often follow social media pressure, mirroring a 2020 incident where jewellery brand Tanishq withdrew an ad after right-wing backlash. This pattern underscores persistent societal tension in India regarding women's autonomy and cultural representation in advertising.
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Kriti Sanon invoked 'women's choice' while the issue was sanctity of Raksha Bandhan
Kriti Sanon published an expected defence via her Instagram Story, arguing that the essence of festivals lies not in the clothes one wears but in the emotions and meaning held for the traditions. Regarding outrage over her outfit in the ad, Sanon asked, “When will we stop telling women what to wear??”
Kriti Sanon’s jewellery ad removed after backlash. GIVA issues statement
GIVA, the jewellery brand behind the advertisement, issued a statement addressing the backlash, saying it holds Indian culture, traditions and festivals in the highest regard and removed the campaign.
Kriti Sanon's Rakhi ad pulled by jewellery brand after controversy
"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 Out of respect, we have withdrawn the said advertisement from all media," says GIVA
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