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The ongoing controversy surrounding Bollywood actor Kriti Sanon’s recent Raksha Bandhan commercial for fine jewellery brand GIVA has taken an important turn, with company founder Ishendra Agarwal coming forward to address public perceptions. Following intense online backlash over the campaign, the brand made the decision to take down the promotional video from all official media platforms. Addressing growing claims that the company backed away from the ad out of fear or rejected the message entirely, Agarwal issued a detailed clarification explaining that the primary driver behind the swift removal was the physical safety and security of their retail employees and physical stores after targeted incidents created a hostile environment.
The controversy initially erupted on social media platforms when critics began objecting to Kriti Sanon’s choice of attire in the commercial, where she wore a modern bralette-style blouse paired with a cape and draped skirt while celebrating Raksha Bandhan. Additional criticism was directed at scenes showing the actor tying a rakhi to her pet dog, which led some online users and public figures to accuse the campaign of undermining traditional cultural values. Addressing these criticisms directly, Kriti Sanon took to social media to state that the true essence of festivals lies in meaningful traditions, love, and protection rather than clothes, emphasizing that prayers of protection extend naturally to pets as part of the family.
In his latest statement, founder Ishendra Agarwal reaffirmed that the company remains fully aligned with Kriti Sanon and stands firm on the core message and intent of the campaign. He explained that as online anger spilled over and tensions escalated around several offline retail locations, the company faced on-ground safety concerns for its store personnel. Emphasizing that protecting employees from potential harm is the company’s highest priority, Agarwal noted that removing the video was an immediate preventative measure to restore safety on the ground, rather than a surrender of belief in the inclusive festival message created alongside the actor.
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