New Delhi: The controversy that started over an advertisement related to Raksha Bandhan has now taken a big turn. Jewelery brand GIVA has removed its controversial advertisement made with actress Kriti Sanon from all media platforms. The brand had to face criticism after questions were raised on social media regarding Kriti's attire. The debate in this matter became more intense after the reaction of actress and BJP MP Kangana Ranaut.
In a statement released on its official Instagram account on Wednesday, GIVA said that it fully respects Indian culture, traditions and festivals. According to the company, the aim of this campaign was to spread the joy of Raksha Bandhan to the families as well as the pets.
Advertisement removed after controversy escalated
GIVA clarified that it had no intention of hurting anyone's sentiments through the advertisement. However, the brand acknowledged that if the campaign has inadvertently hurt the sentiments of any section, then out of respect the ad has been removed from all media platforms. The company said in its statement that it always believes in celebrating festivals with family.
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Questions raised on Kriti's attire in the advertisement
Kriti Sanon was seen celebrating Raksha Bandhan in the now removed advertisement. During this time she was wearing a bralette style blouse, cape and draped skirt. Some users on social media objected to her attire and raised questions whether such a look was appropriate in an advertisement related to a traditional festival like Raksha Bandhan. Kangana Ranaut also expressed her opinion on this controversy and criticized Kriti's attire.
Kriti Sanon had given the answer
Kriti Sanon, while responding to the criticism on her attire, had said that culture and tradition should not be linked only with clothes. Supporting the campaign, the actress said that instead of commenting on the attire of women during festivals, it is important to understand the sentiment behind it. In her message, Kriti had written that culture and traditions reside in the heart, they are not identified by clothes alone. He also defended the inclusion of the pet dog in the advertisement.
Kriti said that for many people their pets are like family members. An attempt was made to show this thinking in the advertisement. However, amid the ongoing controversy on social media, GIVA finally decided to remove the advertisement.