Jewellery brand GIVA has removed its Raksha Bandhan advertisement featuring Kriti Sanon following criticism on social media over the actress's outfit.
The campaign became a topic of discussion after several users questioned whether her bralette style blouse, cape and draped skirt were suitable for a Raksha Bandhan themed advertisement.
The controversy grew after actress and BJP MP Kangana Ranaut also criticised the campaign. She questioned why someone would "tie rakhi in a bikini" and described the advertisement as "intentionally creepy."
On August 26, GIVA shared an official statement on Instagram confirming that it had decided to withdraw the advertisement from all media platforms. The brand said the decision was made out of respect for people's sentiments and reiterated its respect for Indian culture, traditions and festivals.
The 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."
The brand further stated, "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 Out of respect, we have withdrawn the said advertisement from all media. Wish you all the love & positivity this festive season!"
In the advertisement, Kriti was seen wearing an off white festive outfit consisting of a bralette style blouse, cape and draped skirt. While the look was presented as a modern festive style, it received criticism from a section of social media users who felt it did not match the traditional nature of the festival.
Kriti later addressed the criticism through a strongly worded social media post. 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! Afterall, they are family!"
She added, "Also, when will we stop telling women what to wear??Ethnic fashion has evolved over the years, but still a woman's respect for her culture is measured with just her clothes!! Culture & Traditions are in her heart, not in her neckline!"
Kangana, meanwhile, questioned the choice of outfit and said, "It's a wonderful time to be a woman, our closets are full of variety of clothes, today's woman is a global woman, from cocktail dresses to lehnga cholis, jeans to saris, bikini to salwar kameez, from all the options that are available to us today why would you tie your brother a Rakhi in your bikini/ undergarments? Where are all your styling options? Ha ha the advert looks intentionally creepy."