Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring Kriti Sanon following intense social media backlash regarding the actress's attire and traditional sentiments.

  • Jewellery brand GIVA has pulled its Raksha Bandhan ad featuring Kriti Sanon from all media.
  • The controversy erupted over the actress's Indo-Western outfit and the depiction of tying a Rakhi to a pet.
  • Political figure Kangana Ranaut criticized the attire, while Sanon defended personal choice and cultural essence.

Jewellery brand GIVA announced on Wednesday that it has withdrawn its highly publicized Raksha Bandhan advertisement featuring Bollywood star Kriti Sanon. The decision comes after a wave of criticism swept across social media platforms regarding the actress's choice of clothing and the themes presented in the ad.

The Core of the Controversy: Attire and Tradition

The advertisement featured Sanon in a contemporary Indo-Western ensemble, consisting of a bralette, skirt, and a cape. In the video, she is seen celebrating the bond of protection by tying a Rakhi to both her brother and her pet dog. This imagery triggered an immediate uproar, with many users deeming the outfit inappropriate for a traditional Hindu festival.

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Why This Matters

BozokMedia analysis shows that this incident highlights the increasing tension between evolving fashion sensibilities and deep-rooted cultural expectations in India. For globalized brands, navigating the intersection of modern aesthetics and traditional sanctity has become a high-stakes tightrope walk.

Culture and traditions are in the heart, not in the neckline.

The debate took a political turn when BJP MP Kangana Ranaut took to Instagram to criticize the ad. Describing the outfit as "intentionally creepy," Ranaut questioned why an actress would choose such attire during a religious festival when so many other traditional options are available.

Kriti Sanon responded to the backlash with a powerful statement on her Instagram Stories. She argued that a woman's respect for her culture cannot be measured by her clothing alone. "Culture & Traditions are in her heart, not in her neckline!" she asserted, emphasizing that ethnic fashion has evolved and that the essence of festivals lies in emotions rather than garments.

Addressing the criticism regarding her pet, Sanon added that for her and her sister, the promise of protection extends to their dogs, whom they consider integral family members.

Historical Background

In recent years, Indian advertising has seen a significant shift toward 'modernizing' traditional festivals to appeal to Gen Z and millennial audiences. However, this trend often clashes with conservative societal norms, leading to frequent 'cancel culture' movements and forced withdrawals of high-budget campaigns.

Did You Know?: The concept of 'Pet Parenting' is a growing trend in urban India, significantly influencing how modern brands approach family-centric advertising.

Frequently Asked Questions

1. Why did GIVA remove the advertisement?
The brand stated that they withdrew the ad out of respect for those whose sentiments may have been inadvertently hurt, clarifying that no offense was intended.

2. What was Kriti Sanon's defense against the trolls?
Sanon defended her choice by stating that traditions are about emotions and meaning, not about the specific clothes one wears to celebrate them.