22 hrs ago
Giva Withdraws Raksha Bandhan Ad After Social-Media Outcry
Giva made an advertisement for Raksha Bandhan featuring actor Kriti Sanon.
The ad showed her wearing an outfit that some people thought was too revealing.
Politician and actor Kangana Ranaut strongly criticized it.
Sanon said culture is about feelings and meaning, not just clothing.
Giva said the ad was meant to include pets in the festival.
Even so, the company removed the advertisement and apologized.
The article says social media can make a small group of angry people seem like everyone is upset.
It argues that brands should listen to customers but should not always give in to online criticism.
Giva withdrew its Raksha Bandhan advertisement featuring Kriti Sanon after criticism of her outfit.
Kangana Ranaut called the ad “intentionally creepy,” while Sanon defended its message and styling.
Giva said the campaign aimed to extend Raksha Bandhan celebrations to pets and apologized for hurting sentiments.
The episode renewed debate over whether brands should retreat when highly visible social-media critics object.
The article argues that companies should distinguish between genuine customer backlash and online outrage from people unlikely to buy their products.
- Who
- Giva, actor Kriti Sanon, and critics including Kangana Ranaut.
- What
- Giva withdrew a Raksha Bandhan advertisement after criticism of Sanon’s outfit and apologized for potentially hurting sentiments.
- Where
- India, in the context of Indian advertising and social-media debate.
- When
- The withdrawal occurred during the advertisement’s Raksha Bandhan campaign; the article also cites Tanishq’s similar withdrawal in 2020.
- Why
- Critics objected to the outfit and perceived cultural implications, while Giva said the campaign intended to include pets in Raksha Bandhan celebrations.
Critics of the Advertisement
Defenders of Creative Freedom
Cultural appropriateness
Critics of the Advertisement
Critics argued that Sanon’s outfit was inappropriate for a Raksha Bandhan advertisement and questioned its connection to Indian cultural traditions.
Defenders of Creative Freedom
Sanon argued that culture is rooted in sentiment rather than in a neckline, while Giva said the message was about including pets in the festival.
Withdrawal after backlash
Critics of the Advertisement
Critics’ objections and online campaigning were treated as serious enough to warrant removing the advertisement and issuing an apology.
Defenders of Creative Freedom
The article argues that Giva may have overreacted to a highly visible minority rather than evidence that actual customers or sales were affected.
Brand risk-taking
Critics of the Advertisement
Supporters of withdrawal may view avoiding offense and protecting cultural sensitivities as responsible corporate behavior.
Defenders of Creative Freedom
The article argues that brands need a point of view and should be able to withstand disagreement, citing campaigns by Benetton and Surf Excel that survived criticism.
Key facts
- Brand
- Giva, a direct-to-consumer jewellery brand
- Advertisement
- A Raksha Bandhan campaign featuring Kriti Sanon
- Controversy
- Criticism focused on Sanon’s outfit and whether it was appropriate for the festival
- Giva’s stated concept
- Extending Raksha Bandhan to pets
- Critic
- Kangana Ranaut called the advertisement “intentionally creepy”
- Earlier example
- Tanishq withdrew a 2020 advertisement after a boycott campaign and accusations that it promoted “love jihad”
- Article’s argument
- Trending social-media outrage should not automatically be treated as a business metric
Sources
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