Mumbai: Jewellery brand GIVA has withdrawn its Raksha Bandhan advertisement featuring actress Kriti Sanon following criticism over the ad’s portrayal of the festival.
In a statement, GIVA said it has “the highest regard and deep respect for Indian culture, traditions and festivals” and that the brand had intended to celebrate Raksha Bandhan by extending the festivities to pets.
The company said it did not intend to hurt anyone’s sentiments but acknowledged that the advertisement may have inadvertently offended some sections of society.
“Out of respect, we have withdrawn the said advertisement from all media,” GIVA said.
The decision comes after the advertisement sparked a social media debate, with some viewers objecting to its presentation while others defended it as creative expression.
