Jewellery Brand Withdraws Rakhi Campaign Featuring Kriti Sanon Amid Backlash

A jewellery brand has withdrawn its Rakhi season advertisement featuring Bollywood actor Kriti Sanon after facing backlash on social media platforms. GIVA jewellery announced the decision to pull the campaign from all media channels following the controversy.

In a statement addressing the matter, the brand said: "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 Out of respect, we have withdrawn the said advertisement from all media."

The move reflects growing sensitivity around festive season campaigns in India, where advertisements featuring traditional occasions like Rakhi often attract scrutiny from different sections of society. Brands increasingly face pressure to ensure their marketing campaigns align with cultural and social sensitivities.

The withdrawal underscores the importance brands place on maintaining goodwill during festival seasons, when consumer spending is high and brand perception plays a crucial role in sales performance. GIVA's quick response to the controversy demonstrates the company's commitment to addressing public concerns promptly.