Jewellery brand GIVA withdrew its Rakshabandhan advertisement featuring actress Kriti Sanon on August 29, citing concerns over the physical safety of its on-ground staff. The ad had sparked criticism on social media, with some users objecting to Sanon's attire in the campaign centered on the traditional festival, according to livemint.com.
The campaign faced backlash shortly after its release, prompting GIVA's founder to explain the decision to pull the advertisement. The primary reason given was the threat to the safety of the brand's field staff during promotional activities linked to the ad. The company prioritized the well-being of its employees over continuing the campaign amid the controversy, as reported by livemint.com.
This incident highlights the challenges brands face when navigating cultural sensitivities in India’s advertising space. GIVA’s decision follows a trend where companies reconsider campaigns that provoke strong public reactions. The move also reflects growing awareness among brands about protecting their workforce during contentious marketing efforts, a factor increasingly influencing campaign strategies in the sector, per livemint.com.
GIVA’s founder made the safety concerns public on August 29, clarifying the rationale behind the withdrawal. The company has not announced any immediate plans to relaunch the campaign or replace it with an alternative, according to livemint.com.