GIVA has pulled its Raksha Bandhan advertising starring actor Kriti Sanon after it received criticism on social media for its representation of the event and Sanon’s clothing.
As part of its Raksha Bandhan theme, the advertising, which debuted on July 20, attempted to broaden the concept of family to include dogs. Some viewers criticized the campaign, claiming that Sanon’s look and representation of the event were improper.
Kangana Ranaut, an actress and MP, also remarked on the topic without naming Sanon specifically. She questioned the dress choices in the advertising.
GIVA later declared that it has removed the advertisement from all media channels. The corporation stated that the move came in response to criticism of the campaign and that it had no intention of offending cultural feelings.
In a statement, the brand stated, “We hold the highest regard and deep respect for Indian culture, traditions, and festivals.”
As a company, we have always believed in enjoying these wonderful occasions with the entire family, and this time we wanted to extend that love and happiness to our dogs.
If our recent advertising mistakenly damaged the feelings of some elements of society, that was not our intention at all.
Out of respect, we have removed the aforementioned advertising from all media.
Wishing you all the love & positivity this festive season!”
Following the withdrawal, GIVA founder Ishendra Agarwal addressed the campaign’s withdrawal and stated that the firm will continue to support the campaign’s goal. He stated that the decision to erase the footage was made after incidents in some locations raised safety concerns for its personnel.
Agarwal stated, “I’ve been watching the debates around our Rakshabandhan campaign with Kriti, especially the idea that we didn’t stand by the campaign or the message behind it. I want to be clear. Our conviction in the campaign’s aim remains unaltered. The ad was developed in close collaboration with Kriti, and it expressed a common conviction in celebrating Rakshabandhan in a way that brings families together. We are completely united with Kriti’s aim and spirit for the campaign.
The decision to remove the video was taken quickly as the situation around some of our stores worsened, with occurrences creating an uncomfortable atmosphere for our on-site workers.
Our first duty at that time was to protect our stores and the people who were on the ground, and I would never let them suffer damage.
Wishing everyone a very happy Rakshabandhan.”
On its Instagram post announcing the withdrawal, GIVA also closed comments.
In response, Sanon questioned the emphasis on women’s attire during cultural events and defended the campaign’s goals in a letter posted on her Instagram Stories.
“Culture & Traditions are in her heart, not in her neckline,” she wrote.
