Kriti Sanon’s defensive take on her latest advertisement, which drew criticism over its concept and her outfit, seems to have gone in vain as the brand has now backtracked and removed the ad.
The advertisement, which was linked to the festival of Raksha Bandhan, sparked a debate online over its concept of tying a rakhi to a pet dog.
The 35-year-old actress’s outfit, a bralette-style blouse paired with a cape and draped skirt, was also called inappropriate and revealing by several netizens.
However, now the jewellery brand GIVA has pulled its ad and issued a statement.
Related: Kriti Sanon responds to backlash over her dress in latest ad
The brand said in a note on Wednesday, “We have the highest regard and deep respect for Indian culture, traditions and festivals.”
It added that the ad was meant to celebrate the festival with the whole family, including pets, referencing separate backlash over a dog featured in the campaign.
“If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all. Out of respect, we have withdrawn the said advertisement from all media,” the brand’s statement reads.
This came a day after the Crew actress had defended her outfit choice, pushing back on criticism and questioning why women are still told what to wear.
“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,” she wrote on Tuesday.
She also shared that she and her sister Nupur Sanon tie rakhi to each other, believing they protect one another just as a brother would, while praying for each other’s health and happiness.