GIVA Founder Explains Why Kriti Sanon's Ad Was Pulled Down: 'Situations Around Some Stores Escalated'

Jewellery brand GIVA has addressed the controversy surrounding its Raksha Bandhan campaign featuring Kriti Sanon, saying the decision to remove the advertisement came after the situation around some of its stores became unsafe. The brand also stressed that it continues to stand by the campaign's original intent and its collaboration with the actor.

GIVA founder Ishendra Agarwal said the company has been closely following the discussion surrounding the campaign and sought to clarify that taking the advertisement down should not be interpreted as a rejection of its message.

"I have been following the conversations around our Rakshabandhan campaign with Kriti and particularly the perception that we did not stand by the campaign or the message behind it. I want to be clear. Our belief in the intention behind the campaign remains unchanged. The campaign was created in close collaboration with Kriti, and reflected a shared belief in celebrating Rakshabandhan in a way that brings families together. We remain fully aligned with Kriti on the intent and spirit behind the campaign," the statement from GIVA founder Ishendra Agarwal read.

The brand said the decision was driven by concerns over the safety of employees and others working at its physical stores amid the growing backlash.

A post shared by GIVA - Silver-Gold-Lab Grown Diamonds (@giva.co)

According to GIVA, tensions had intensified around some of its outlets, prompting the company to act quickly.

"The decision to take the video down was made swiftly as the situation around some of our stores escalated, with incidents creating an unsafe environment for our on-ground teams. In that moment, our first responsibility was to ensure the physical safety of our on-ground people and our stores, and I'd never allow them to be harmed," it added.

The advertisement had featured Kriti Sanon performing Raksha Bandhan rituals while dressed in an ivory lehenga, a deep-neck blouse and a cape.

Although the actor's festive look received appreciation from some viewers, the campaign also faced criticism online. Some social media users objected to her outfit and questioned whether it was appropriate for the festival.

Following the criticism, GIVA removed the advertisement and said it respects Indian culture, traditions and festivals, while reiterating that causing offence to religious or cultural sentiments was never the intention.

Kriti Sanon also responded to the debate, questioning the idea that a woman's clothing should determine how her respect for culture and traditions is judged.

Sharing her views on Instagram, the actor wrote, "The essence of festivals is not in the clothes you wear; it is in the emotions and meaning you hold for the traditions. Rakshabandhan is a bond of protection. My sister and I tie rakhi to each other. We know we can protect each other no less than a brother would. We pray for each other's health, happiness & long life. And for us, this prayer and promise extends to our dogs too! After all, they are family! Also, when will we stop telling women what to wear?? Ethnic fashion has evolved over the years, but still a woman's respect for her culture is measured by just her clothes!! Culture & Traditions are in her heart, not in her neckline!"

The controversy has since generated strong reactions on social media, including from Bollywood actor and BJP MP Kangana Ranaut, along with several political leaders.

GIVA removed the advertisement because the situation around some of its stores became unsafe. The decision was made swiftly to ensure the physical safety of their on-ground teams and stores.

Yes, GIVA continues to stand by the original intent and message of the campaign. Founder Ishendra Agarwal stated their belief in the intention behind it remains unchanged.

The advertisement faced criticism online because some social media users objected to Kriti Sanon's outfit. They questioned whether her ivory lehenga, deep-neck blouse, and cape were appropriate for the festival.

Kriti Sanon questioned the idea that a woman's clothing determines her respect for culture and traditions. She stated that the essence of festivals is in emotions and meaning, not in the clothes worn.

Devyani Nautiyal is a Copy Editor at ABP Live English with a strong focus on entertainment journalism. She specialises in Bollywood, Hollywood, celebrity news, global pop culture trends, and box office reports. Her work centres on fast-paced digital journalism and audience-first entertainment content.