Kalpa Media House | Bangalore |
Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring Bollywood actor Kriti Sanon following widespread criticism and objections from sections of the public and social media users.
The advertisement, which presented a concept of extending the celebration of Raksha Bandhan to a pet, triggered a controversy, with critics alleging that it had hurt religious and cultural sentiments. Following the backlash, GIVA issued an official statement and confirmed that the campaign had been removed from all platforms.
GIVA says it respects Indian traditions
In its official statement, GIVA said that it holds Indian culture, traditions and festivals in the highest regard.
The company explained that its intention was to celebrate love and festive joy with the entire family and to extend that affection to beloved pets. However, it acknowledged that the advertisement may have unintentionally hurt the sentiments of some sections of society.
“We respect Indian culture, traditions and festivals with the highest regard and honour. As a brand, we have always believed in celebrating these special moments with the entire family. This time, our intention was to extend that love and celebration to our beloved pets,” the company said.
GIVA further stated that it never intended to hurt anyone’s sentiments and had decided to withdraw the advertisement from all media platforms out of respect for public sentiment.
Kriti Sanon – What triggered the controversy?
The advertisement showed Kriti Sanon in a modern outfit as part of the Raksha Bandhan campaign. In the commercial, she first tied a rakhi to her brother and later tied a rakhi to her pet dog.
This particular scene drew criticism from several social media users, who argued that the Raksha Bandhan ritual traditionally celebrates the bond between brothers and sisters and that extending the rakhi ritual to a pet was inappropriate.
Some critics also objected to the styling and costume used in the advertisement, claiming that the glamorous look was unsuitable for the cultural and traditional setting of Raksha Bandhan.
Social media backlash
The campaign quickly became a subject of debate online. Several users criticised the advertisement, alleging that the portrayal trivialised or misrepresented a traditional Indian festival.
Others, however, viewed the campaign as a creative attempt to portray the affection people have for their pets and argued that its intention was not to offend religious or cultural sentiments.
Despite the differing reactions, the growing backlash prompted the company to remove the advertisement.
Advertisement withdrawn
GIVA has now confirmed that the campaign has been withdrawn from all media platforms. The brand reiterated that respecting public sentiment and cultural traditions remains important to the company.
The controversy highlights the increasing scrutiny faced by brands over cultural and religious representation in advertising, particularly during major Indian festivals.
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