Photo Courtesy: India Today Group
Guwahati: GIVA pulled its Raksha Bandhan commercial featuring actor Kriti Sanon on Wednesday, August 26, following a fierce backlash on social media. The company wiped the ad from all platforms. Executives claimed they never intended to offend anyone. They stated the brand has the highest regard and deep respect for Indian culture and traditions.
The ad featured Sanon wearing a bralette, skirt, and cape while tying a Rakhi to her brother and a pet dog. Critics attacked her attire as inappropriate for the festival. Others mocked the decision to include a pet in the ritual. BJP MP Kangana Ranaut labeled the outfit as intentionally creepy. Sanon fought back against the noise. She argued that traditions live in hearts, not necklines. Regarding the dog, she insisted that pets are family deserving of protection.
Congress MP Gaurav Gogoi shifted the focus to the boardroom. He questioned why the public only targets the woman while ignoring the men who greenlit the project. He took to X to voice his frustration. "The public debate over a television commercial is concentrated on the woman who was featured. Where is the debate over the men whose decisions led to the final release of the ad?" he asked. Gogoi challenged agency creatives and executives to own their work. He claims real change requires men to reset their thinking.
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