Jewellery brand GIVA has removed a Raksha Bandhan advertisement featuring actress Kriti Sanon following a social-media backlash over her outfit [1, 2, 3].
The decision highlights the volatile intersection of celebrity endorsements and cultural sensitivities in India, where fashion choices in traditional holiday campaigns can trigger widespread public debate.
The controversy intensified after actress Kangana Ranaut criticized Sanon's attire. Ranaut said the outfit was a bikini [2]. This remark sparked a broader digital feud, leading to significant trolling and criticism of the advertisement across various Indian social-media platforms [1, 2].
In response to the escalating tension, GIVA acted to mitigate the brand damage. A spokesperson for GIVA said, "We have decided to withdraw the advertisement" [3]. The company pulled the digital campaign one day after the controversy first erupted [1].
The incident has drawn attention from political figures regarding personal autonomy and dress codes. Rahul Gandhi said, "What a woman wears, what she does and where she goes — is her choice" [4].
While the brand has not detailed the specific internal criteria for the withdrawal, the timing suggests a direct correlation between Ranaut's comments and the company's decision to end the campaign. The advertisement was intended to promote jewellery for the Raksha Bandhan festival, a traditional celebration of the bond between siblings.
“"It's a bikini."”
This event underscores the precarious nature of brand management in the Indian market, where a single high-profile critique can force a corporate pivot within 24 hours. The swift removal of the ad demonstrates how brands often prioritize the avoidance of cultural controversy over the creative intent of their marketing campaigns, especially during sensitive religious or traditional holidays.
