An Indian jewellery firm, Giva, has withdrawn a Raksha Bandhan-themed advertisement featuring actor Kriti Sanon due to backlash over the outfit she wore in it.
An Indian jewellery firm, Giva, has withdrawn a Raksha Bandhan-themed advertisement featuring actor Kriti Sanon after receiving criticism for the outfit she wore in it. The advertisement was released for the upcoming Hindu festival during which women tie threads, known as rakhis, around their brothers’ wrists. Some social media users criticized the outfit as inappropriate for a religious occasion and claimed that it showed a lack of sensitivity towards the festival.
Bharatiya Janata Party MP and actor Kangana Ranaut also condemned the advertisement, stating that it looked ‘intentionally creepy’. In a statement released on Wednesday, Giva expressed its ‘highest regard and deep respect’ for Indian culture, traditions, and festivals. The brand stated that if the advertisement had inadvertently hurt the sentiments of some segments of society, it was not their intent at all. They withdrew the advertisement from all media platforms ‘out of respect’.
Before the advertisement was withdrawn, Sanon defended her attire by stating that culture and traditions are in a woman’s heart, not in her neckline. She further questioned why women continue to be told what to wear, as ethnic fashion has evolved over the years but women’s respect for their culture is still judged by their clothing.
Congress leader Rahul Gandhi shared Sanon’s comments and stated that a woman’s choice of attire, actions, and movement should not be subjected to trolling.
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