The recent jewellery brand ad themed around Raksha Bandhan sparked a national debate, with many objecting to Kriti Sanon's attire and her tieing of rakhi to a pet dog. In response, the brand took down the advertisement.

GIVA founder Ishendra Agarwal has shared an explanation for the decision, stating that the intent 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.

Intent Behind the Campaign Remains Unchanged

He further explained that the ad was taken down to ensure the safety of the brand's stores and staff working on the ground, as some incidents created an unsafe environment for their teams.

The founder's clarification comes after the brand had already shared a statement on the controversy. The previous statement read, "We have the highest regard and deep respect for Indian culture, traditions and festivals.

As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets."

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The actor and the brand faced backlash after many people objected to Kriti wearing a bralette and skirt while tying a rakhi to her brother in the advertisement. Some also objected to her tying a rakhi to a pet dog in the ad.

Brand's Statement

Several politicians spoke against the advertisement, with BJP MP Kangana Ranaut also calling out the ad and questioning the styling decision for a Hindu festival. Meanwhile, Rahul Gandhi came out in Kriti's support.

The actor questioned people who police her outfit, asking why women continue to be judged based on their clothes during festivals. She 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 have. We pray for each other’s health, happiness & long life.

And for us, this prayer and promise extends to our dogs too!