Now Reading: Giva withdraws Kriti Sanon Raksha Bandhan ad after backlash
-
01
Giva withdraws Kriti Sanon Raksha Bandhan ad after backlash
Jewellery brand Giva has withdrawn its Raksha Bandhan advertisement featuring actor Kriti Sanon, citing respect for Indian traditions and festivals. The decision came a day after Sanon defended her outfit in the…
Jewellery brand Giva has withdrawn its Raksha Bandhan advertisement featuring actor Kriti Sanon, citing respect for Indian traditions and festivals. The decision came a day after Sanon defended her outfit in the ad, which had drawn criticism online for being inappropriate for the traditional festival.
In a statement on Instagram, Giva said it had the highest regard for Indian culture and did not intend to hurt sentiments. The ad, now removed from all media, showed Sanon in an off-white ensemble with a bralette-style blouse.
Sanon had earlier posted a note on Instagram, saying the essence of festivals lies in emotions, not clothes, and that a woman's respect for culture should not be judged by what she wears. Actor Kangana Ranaut also criticised Sanon's choice, suggesting women should maintain boundaries in festive campaigns.
Indian Opinion Analysis
The withdrawal mirrors past instances where brands have pulled ads after public backlash over perceived cultural insensitivity, often prioritising sentiment over creative expression. Giva, a direct-to-consumer jewellery brand, likely acted to protect its mass-market appeal during the festive season, when consumer sentiment directly impacts sales. The debate also highlights the persistent scrutiny of women's attire in Indian advertising, a pattern that predates social media. The key figure to watch is Giva's engagement metrics in the coming weeks, which will indicate whether the pull-down mitigated reputational damage or alienated its core audience.
The withdrawal mirrors past instances where brands have pulled ads after public backlash over perceived cultural insensitivity. Giva, a direct-to-consumer jewellery brand, likely acted to protect its mass-market appeal during the festive season. The debate highlights the persistent scrutiny of women's attire in Indian advertising. Giva's sales figures for the next quarter will show whether the pull-down mitigated reputational damage.
Source: brandequity.economictimes.indiatimes.com
This brief was synthesised by AI from the source linked above.
