'We Remain Fully Aligned With Kriti Sanon': Brand Founder Says Rakhi Ad Was Removed After Incidents Created 'Unsafe Environment' For Staff

Actress Kriti Sanon's Raksha Bandhan advertisement for jewellery brand GIVA has sparked controversy on social media due to her unconventional attire, which included a bralette-style, deep-neck blouse. GIVA subsequently removed the advertisement from their social media platforms, leading to further criticism accusing the brand of abandoning Kriti to face backlash alone.

In response to the controversy, GIVA founder explained that the decision to take the video down was made quickly as recent incidents at some of their stores created an unsafe environment for their on-ground teams. The founder emphasized that their primary concern was the physical safety of their employees and stores, and they would never allow harm to occur.

The founder clarified that the brand's belief in the intent behind the campaign remained unchanged, stating that the campaign was created in close collaboration with Kriti Sanon and reflected a shared belief in celebrating Raksha Bandhan by bringing families together. Despite the removal of the advertisement, the founder reaffirmed that GIVA remained "fully aligned with Kriti" regarding the campaign's intent and spirit.

The founder also noted that the Rakhi Fashion Committee was still active, and Kriti had responded to the outfit controversy by defending her look and questioning why women continue to be judged about what they should or should not wear, emphasizing the importance of personal choice.