NEW DELHI, Aug 26: Jewellery brand GIVA has withdrawn an advertisement featuring actor Kriti Sanon following criticism and backlash on social media.
The campaign, released around the Raksha Bandhan period, attracted strong reactions online, prompting the brand to remove the promotional material.
The controversy has placed fresh attention on the growing scrutiny faced by celebrity-led advertising campaigns, particularly when advertisements touch upon cultural or traditional occasions.
Sanon, who has appeared in several major Hindi film projects, was featured as the face of the campaign. The advertisement’s removal followed the online response, though the brand’s decision has itself become a subject of discussion.
Celebrity endorsements remain an important part of advertising in India, with actors frequently featuring in campaigns around major festivals and cultural events.
The latest episode highlights the challenges brands face while creating festive campaigns for audiences with varied social and cultural sensitivities.
GIVA’s decision to pull the advertisement brings the campaign to an early end, while the incident has renewed debate over the role of celebrities and brands in advertising content.