Mumbai (Maharashtra) [India], August 26 (HBTV): Jewelry brand GIVA has withdrawn its recent advertisement featuring actor Kriti Sanon after the actor's skimpy apparel drew criticism and concerns. The brand said hurting religious or cultural sentiments was never its intention.
In the ad for Rakshabandhan, the actor reportedly appeared in an ivory lehenga featuring a deep-neck, bralette-style top and a cape. Critics called it 'inappropriate' and even questioned the outfit being used in the name of culture and traditions. Others also objected to a scene showing a rakhi being tied to a pet dog.
BJP MP Kangana Ranaut who also shared a note on her Instagram Stories earlier called the actor’s apparel ‘bikini/undergarments’ and ‘creepy’.
Kangana had written, "It's a wonderful time to be a woman. Our closets are full of variety of clothes, today's woman is a global woman. From cocktail dresses to lehenga cholis, jeans to saris, bikinis to salwar kameez, from all the options that are available to us today why would you tie your brother a rakhi in your bikini/undergarments? Where are all your styling options? Ha ha the advert looks intentionally creepy!"
In a statement shared on Instagram, GIVA said it has the "highest regard and deep respect" for Indian culture, traditions and festivals.
"We have the highest regard and deep respect for Indian culture, traditions and festivals. As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets," the brand said.
GIVA said that if its recent advertisement had "inadvertently hurt the sentiments of some segments of society", it was not intentional.
"Out of respect, we have withdrawn the said advertisement from all media," the brand said.
(Inputs from agencies)