Jewellery brand GIVA has removed its Raksha Bandhan advertisement featuring actress Kriti Sanon following a social media controversy regarding her attire [1, 2].
The incident highlights the volatility of celebrity endorsements in India, where traditional holiday imagery often clashes with modern fashion choices. The rapid withdrawal of the campaign demonstrates how quickly public sentiment and peer criticism can impact corporate marketing strategies.
The controversy intensified after actress Kangana Ranaut criticized Sanon's outfit, describing the clothing as a "bikini" [1, 3]. This remark triggered a wider backlash across online and television platforms in India [1].
GIVA withdrew the advertisement one day after the criticism first erupted [1]. While some reports link the decision directly to the feud between the two actresses, the brand's own statement cited general public sentiment as the reason for the removal [2].
The debate over the attire sparked a broader conversation about women's autonomy and fashion. Rahul Gandhi said, "What a woman wears, what she does and where she goes — is her choice."
Sanon's campaign was intended to promote the brand's offerings for the Raksha Bandhan festival, a celebration of the bond between siblings. The removal of the ad marks a swift reaction by GIVA to avoid further negative associations during a peak shopping period.
“GIVA withdrew the advertisement one day after the criticism first erupted.”
This event reflects the ongoing tension in the Indian market between progressive fashion and traditional expectations during religious and cultural festivals. For brands, the speed of the removal suggests a low tolerance for risk when celebrity disputes intersect with cultural sensitivities, prioritizing immediate brand safety over the original creative vision of the campaign.
