Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring actor Kriti Sanon following criticism on social media over the campaign’s portrayal of the festival.
The advertisement, released ahead of Raksha Bandhan, showed Sanon celebrating the festival with a pet dog, including a scene in which she tied a rakhi to the animal. The campaign was intended to present a contemporary interpretation of Raksha Bandhan by highlighting pets as part of the family. However, the advertisement drew criticism from sections of social media users, particularly over Sanon’s outfit and the inclusion of the dog in the festive celebration.
The controversy intensified on social media, with several users questioning whether the campaign was appropriate for a festival traditionally associated with the bond between siblings. Actor and BJP MP Kangana Ranaut was among those who criticised the advertisement and questioned Sanon’s attire.
Sanon subsequently responded to the criticism, defending her choice of clothing and arguing that the significance of festivals lies in the emotions and values associated with them rather than in what a person wears. She also said Raksha Bandhan represents a bond of protection and shared that she and her sister Nupur Sanon tie rakhi to each other.
On Wednesday, August 26, GIVA announced that it had removed the advertisement from all media platforms. In its statement, the company said it has “the highest regard and deep respect” for Indian culture, traditions and festivals.
The company said the campaign was created to celebrate festive occasions with the entire family and that it had sought to extend the sentiment of Raksha Bandhan to pets. It added that if the advertisement had inadvertently hurt the sentiments of some sections of society, causing offence was never its intention.
“Out of respect, we have withdrawn the said advertisement from all media,” the company said in its statement, while extending wishes for “love & positivity” during the festive season.
The withdrawal comes after two days of debate surrounding the advertisement, which has also triggered wider discussions on cultural representation, fashion choices and the way traditional Indian festivals are portrayed in contemporary advertising.