GIVA Cites Employee Safety for Pulling Controversial Kriti Sanon Rakshabandhan Ad
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Jewellery brand GIVA has clarified that its decision to pull a controversial Rakshabandhan advertisement featuring actor Kriti Sanon was driven purely by safety threats to its retail workforce and outlets, rather than a rejection of the campaign's core message.
GIVA founder Ishendra Agarwal released a statement on Instagram addressing public criticism surrounding the brand's retreat. He rejected claims that the company had abandoned Sanon or distanced itself from the commercial's underlying philosophy, maintaining that the firm's belief in the creative vision remains intact.
Store Security Risks Prompt Urgent Corporate Withdrawal
Agarwal revealed that offline escalation near retail locations forced the company to act quickly, as incidents around physical stores generated an unsafe environment for front-line retail staff, making worker protection the management's primary concern.
The corporate reaction underscores the operational vulnerabilities faced by consumer brands during online outrage cycles. For a fast-scaling startup operating physical storefronts across urban centres, localized ground protests present direct physical and commercial risks.
Online Backlash and Political Friction over Campaign Styling
The advertisement, launched ahead of Rakshabandhan, depicted Sanon celebrating the festival in an Indo-Western bralette-style blouse, cape, and draped skirt. In the video, the actor ties a rakhi to her sibling and her pet dog, portraying pets as integral family members.
The campaign prompted a sharp online backlash, with critics accusing the brand of disrespecting traditional festivities, targeting Sanon's modern attire, and questioning the inclusion of a pet in a religious ritual.
The friction spilled into the political domain when BJP MP Kangana Ranaut criticized the styling, describing the wardrobe choices as out of place for the occasion. Congress leader Rahul Gandhi voiced support for Sanon, while Sanon herself defended the campaign, stating that cultural respect rests in a person's values rather than her neckline.
GIVA took the ad down on August 26, issuing a brief statement that it was doing so out of respect for public sentiments.
Financial Realities Shape Brand Response Amid Rapid Expansion
Founded in 2019, Bengaluru-based GIVA built its market position by offering affordable silver jewellery as an everyday fashion choice. The brand has scaled to a valuation of nearly Rs 5,000 crore, though it reported a consolidated net loss of ₹72.35 crore for the 2024–25 financial year as it continues to expand its retail footprint. Agarwal noted that operating as a loss-making enterprise requires tight risk management, leaving little room to absorb physical disruptions or property damage at retail outlets.
Retail Operations Refocus on Staff Safety During Festive Season
While the campaign remains officially withdrawn from all broadcast and digital platforms, GIVA's management confirmed it will continue developing modern marketing narratives with brand partners. The company is currently focusing on securing its store locations and protecting store staff as festive shopping continues.
