Kriti Sanon Ad Controversy: GIVA Cites Employee Safety

Jewellery brand GIVA has issued a statement addressing the controversy surrounding its recent Rakshabandhan advertisement. The brand's founder, Ishendra Agarwal, clarified that the decision to withdraw the campaign, which featured actress Kriti Sanon, was driven by concerns for employee and store safety. He stated that the situation around some GIVA stores had escalated, prompting a swift removal of the advertisement. Agarwal emphasized that the company's commitment to the ad's message of family and togetherness remains steadfast, but employee well-being had to be prioritized. The controversy erupted after the advertisement, showing Sanon tying a rakhi to a dog and her attire, drew criticism online and in political spheres. GIVA had initially announced the ad's removal on August 26 out of respect for Indian culture, while also stating it did not intend to offend sentiments.