Entertainment
Brand Shares Statement Following Conversation Around Rakshabandhan Advertisement Featuring Kriti Sanon
The conversation around GIVA’s recent Rakshabandhan advertisement featuring Kriti Sanon has taken a new turn, with the jewellery brand issuing an official statement addressing the discussion around the campaign. The advertisement, which featured Kriti in an elegant ivory ethnic ensemble, became a talking point online, particularly around its contemporary interpretation of festive fashion and the portrayal of the actor in the campaign. In response, brand has clarified its intent behind the advertisement while reiterating its respect for Indian culture, traditions and festivals.
Sharing its official statement on social media, the brand said, “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.
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Out of respect, we have withdrawn the said advertisement from all media.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! ❤️🙏🏻”
The statement comes as it seeks to clarify that the campaign was conceived with an intention to celebrate the spirit of Rakshabandhan and extend the warmth of the festival to every member of the family, including pets. The brand’s message places emphasis on its longstanding regard for Indian traditions and the emotions associated with festive occasions.
By acknowledging the varied sentiments surrounding the advertisement and choosing to withdraw it from all media, it has reiterated its commitment to approaching cultural occasions with sensitivity and respect. The brand concluded its statement on a positive note, wishing everyone love and positivity for the festive season, while reinforcing the spirit of togetherness that lies at the heart of its campaign.
