Archive · 30 Aug 2026
GIVA Says Safety Concerns Drove Withdrawal of Kriti Sanon Ad
GIVA made a jewellery advertisement for Rakshabandhan featuring actor Kriti Sanon.
She wore a modern festive outfit and tied a rakhi to a dog shown as part of the family.
Some people criticised her clothes and questioned why a pet was included.
The advertisement was then removed from GIVA’s social media platforms.
GIVA first said it removed the ad out of respect for people’s feelings.
Later, founder Ishendra Agarwal said incidents near some stores made the situation unsafe for workers and stores.
He said the company still supports Kriti and the advertisement’s message.
Sanon said a festival’s meaning should not depend on what a woman wears and that feelings of protection can extend to pets.
GIVA removed its Rakshabandhan advertisement featuring Kriti Sanon after criticism of her festive outfit and the inclusion of a dog.
Founder Ishendra Agarwal said incidents around some stores created an unsafe environment for on-ground employees and stores.
Agarwal said GIVA remains fully aligned with Sanon and continues to support the campaign’s message about family, togetherness and protection.
Kangana Ranaut criticised the advertisement, while Rahul Gandhi and Sanon defended its message and creative choices.
GIVA reported a consolidated FY25 net loss of ₹72.35 crore while expanding its retail operations.
- Who
- GIVA, founder Ishendra Agarwal, actor Kriti Sanon, and critics and supporters including Kangana Ranaut and Rahul Gandhi.
- What
- GIVA withdrew a Rakshabandhan advertisement and later said the decision was driven by safety concerns rather than a change in support for the campaign.
- When
- GIVA issued its clarification on a Saturday; it had earlier announced the withdrawal on August 26, while the financial figures refer to FY25.
- Where
- The controversy unfolded on social media and around some GIVA stores; the company is based in Bengaluru.
- Why
- Agarwal said incidents created an unsafe environment for employees and stores after the advertisement drew criticism over Sanon’s styling and its depiction of a dog.
Critics
GIVA and Supporters
Festival attire
Critics
Critics objected to Sanon’s bralette-style blouse, cape and draped skirt in an advertisement associated with a traditional festival.
GIVA and Supporters
Sanon argued that the significance of a festival should not be judged by what a woman wears and emphasised personal choice.
Including a pet
Critics
Some users questioned the decision to show Sanon tying a rakhi to a dog.
GIVA and Supporters
GIVA and Sanon presented family bonds and protection as sentiments that can extend to pets considered family members.
Reason for withdrawal
Critics
GIVA’s earlier statement said the advertisement was removed out of respect if it had inadvertently hurt people’s sentiments.
GIVA and Supporters
Agarwal later said the immediate reason was safety concerns involving employees and stores, while insisting that support for Sanon and the campaign’s message remained unchanged.
- Brand
- GIVA is a Bengaluru-based fine jewellery company co-founded by Ishendra Agarwal, Nikita Prasad and Sachin Shetty.
- Advertisement
- The campaign featured Kriti Sanon celebrating Rakshabandhan in a bralette-style blouse, cape and draped skirt while tying a rakhi to a dog.
- Withdrawal reason
- Agarwal said incidents around some stores created an unsafe environment for on-ground teams and stores.
- Earlier explanation
- On August 26, GIVA said it removed the advertisement out of respect and acknowledged that it might have hurt some people’s sentiments.
- Business origin
- GIVA began with an investment of ₹10 lakh after its founders focused on silver jewellery as a more accessible offering.
- Reported valuation
- Tracxn data cited in the article put GIVA’s valuation at approximately ₹4,924.55 crore as of July 28, 2026.
- FY25 result
- GIVA’s consolidated net loss rose to ₹72.35 crore from ₹58.65 crore a year earlier, while EBITDA was negative ₹51.30 crore.
Sources
'Physical safety of on-ground staff...': Why jewellery brand GIVA pulled Kriti Sanon Rakshabandhan ad, founder explains
'We Remain Fully Aligned With Kriti Sanon': Brand Founder Says Rakhi Ad Was Removed After Incidents Created 'Unsafe Environment' For Staff