Kriti Sanon’s ad pulled down after backlash over Raksha Bandhan portrayal
Kriti Sanon - Giva ad
Kriti Sanon’s Raksha Bandhan campaign for jewellery brand GIVA has been formally withdrawn after the film drew sustained criticism over its creative treatment.
The backlash centred on the ad’s styling and cultural framing of the festival, with viewers arguing that the portrayal was inappropriate for a Raksha Bandhan‑themed promotion. GIVA issued a public note acknowledging that the campaign had hurt sentiments and confirmed that it had been removed from all platforms.
The withdrawal is being cited as a swift reputational course‑correction ahead of the brand’s festive marketing cycle.
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