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Giva said in a statement posted to Instagram that it holds the highest regard and deep respect for Indian culture traditions and festivals. The brand noted that its campaign had sought to celebrate the occasion with the entire family while extending the theme of love to pets as well. If the advertisement inadvertently hurt the sentiments of some segments of society that was not its intent at all and out of respect the company has withdrawn it from all media the statement added.
The advertisement depicted Sanon in an Indo-Western outfit consisting of a bralette-style blouse skirt and cape as she tied a rakhi thread first to her brother and then to her pet dog The Hindu reported. Actor and BJP MP Kangana Ranaut had sparked the initial criticism on social media by describing the campaign as intentionally creepy without naming those involved. Ranaut stated “It is a wonderful time to be a woman our closets are full of variety of clothes… From all the options that are available to us today why would you tie your brother a Rakhi in your bikini/under garments? Where are all your styling options? The advert looks intentionally creepy.”
Sanon countered the criticism through her own Instagram post emphasising that the essence of festivals lies in emotions and meaning rather than attire. “When will we stop telling women what to wear?? Ethnic fashion has evolved over the years but still a woman’s respect for her culture is measured with just her clothes!! Culture & Traditions are in her heart not in her neckline!” she stated. Congress leader Rahul Gandhi defended the actor by urging an end to the trolling of women over clothing choices The Statesman reported on the same day.
The episode represents the latest example in a pattern of Indian brands withdrawing advertisements after online outrage according to a roundup published by Storyboard18. In 2020 jewellery brand Tanishq a subsidiary of the Tata Group removed a commercial showing an interfaith family celebrating a baby shower after it drew boycott calls and threats to stores Reuters reported at the time. The company cited hurt sentiments along with concern for the well-being of employees partners and store staff as reasons for the decision.
A 2021 festive campaign by retailer Fabindia that incorporated an Urdu phrase faced similar objections for allegedly undermining Hindu traditions prompting its withdrawal The Guardian noted. Jewellery and fashion advertisers have repeatedly encountered such challenges when creative choices during major festivals like Rakshabandhan or Diwali are perceived as clashing with conservative expectations the Storyboard18 overview of nine such cases indicated. Social media reactions to the Giva advertisement remained divided with some users backing Sanon’s stance against what they called moral policing.
Giva had launched the campaign earlier in August to promote its rakhi collection which included special options designed for pets. The push aimed to portray the festival’s spirit of protection and affection as extending beyond human siblings to animal companions as well. Multiple outlets including Mint and India Today covered the rapid sequence from initial criticism to the brand’s response within 24 hours.
