Kriti Sanon GIVA Ad Controversy: Nupur Sanon Defends Sister over Ongoing Criticism of the Festive Campaign
The brand apologised and removed the campaign after backlash over Sanon’s outfit and a pet-rakhi scene that drew criticism online.
- On Wednesday, jewellery brand GIVA withdrew its Raksha Bandhan advertisement featuring actor Kriti Sanon after significant online backlash, apologizing for 'inadvertently hurt the sentiments of some segments of society.'
- Public criticism emerged after the August 21 release when social media users questioned Sanon's bralette-style ensemble and a scene depicting her tying a rakhi to a pet dog as inappropriate for the traditional festival.
- Actor and Bharatiya Janata Party MP Kangana Ranaut intensified the backlash, describing the advertisement as 'intentionally creepy' and questioning why one would tie a rakhi wearing 'bikini/undergarments,' amplifying online criticism.
- Sanon defended her choices, stating 'culture & traditions are in her heart, not in her neckline,' while Congress MP Rahul Gandhi supported her, writing 'Stop trolling women for exercising their freedom.'
- This retreat mirrors a pattern: jewellery brand Tanishq withdrew a 2020 campaign following right-wing backlash, reflecting persistent tensions in India regarding corporate creative freedom and societal expectations for women's representation.
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76 Articles
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 Out of respect, we have withdrawn the said advertisement from all media," says GIVA
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