Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring Bollywood actor Kriti Sanon following intense backlash on social media over the campaign’s presentation and Sanon’s outfit. The decision came just a day after the actor publicly defended the advertisement and questioned the criticism directed at her clothing.
The advertisement showed Sanon celebrating Raksha Bandhan in an off-white Indo-Western outfit featuring a bralette-style blouse, cape and draped skirt. A section of social media users criticised the styling, arguing that it was inappropriate for an advertisement centred on a traditional Indian festival. The campaign also featured Sanon tying a rakhi to a dog, which attracted additional criticism from some viewers.
The controversy intensified after actor and BJP MP Kangana Ranaut criticised the campaign and described it as “intentionally creepy”. Her comments added fuel to an already heated online debate about whether contemporary advertising should adopt modern fashion and themes while depicting traditional festivals.
Sanon responded to the criticism on social media, defending her choice of clothing and arguing that the meaning of a festival should not be reduced to what a woman wears. She also questioned why women continue to face scrutiny over their clothing choices. Sanon explained that her family considers their dogs part of the family and therefore extending the Raksha Bandhan sentiment to them was meaningful to her.
However, GIVA subsequently decided to remove the campaign from all media platforms. In its statement, the company said it has the “highest regard and deep respect” for Indian culture, traditions and festivals. It said the advertisement was intended to celebrate Raksha Bandhan with families while extending the sentiment of the occasion to pets, but acknowledged that it may have inadvertently hurt the sentiments of some sections of society.
The episode highlights the difficult balancing act brands face when combining traditional festivals with contemporary advertising. While creative campaigns can challenge conventional ideas and appeal to younger audiences, advertisements associated with culturally significant occasions can also trigger strong reactions when audiences feel traditional sentiments are being overlooked.
For GIVA, withdrawing the campaign appears to be an attempt to end the controversy; however, it is unlikely to end the outrage.
