Jewellery brand GIVA has withdrawn a Raksha Bandhan advertisement featuring actress Kriti Sanon following public backlash over the content [1], [2].
The incident highlights the sensitivity of cultural and religious symbols in Indian advertising, where perceived insensitivity can lead to rapid brand damage.
Public criticism focused on two primary elements of the campaign. Viewers expressed disapproval regarding the outfit worn by Sanon in the advertisement [1], [2]. Additionally, the inclusion of a rakhi for a pet dog sparked significant controversy among audiences [2].
GIVA said that the advertisement had hurt sentiments [1]. The brand decided to pull the campaign from circulation after the backlash intensified on social media platforms [1], [2].
Raksha Bandhan is a traditional Hindu festival celebrating the bond between siblings. The ceremony typically involves a sister tying a rakhi, a sacred thread, around her brother's wrist. Critics argued that the creative choices in the GIVA ad deviated too far from these cultural norms [1].
Sanon has not issued a personal statement regarding the withdrawal of the advertisement. The brand's decision to remove the content follows a pattern of Indian companies reacting quickly to social media outcry regarding cultural depictions [1].
“GIVA acknowledged that the advertisement had hurt sentiments.”
This event underscores the volatility of 'modernizing' traditional festivals in commercial advertising. By attempting to expand the definition of the sibling bond to include pets or updating traditional attire, brands risk alienating conservative consumer bases who view these symbols as sacred rather than flexible marketing tools.
