GIVA’s Raksha Bandhan Ad Sparks Buzz, Followed by Apology

Jewellery brand GIVA found itself at the centre of social media chatter after its Raksha Bandhan campaign featuring actor Kriti Sanon sparked controversy and drew widespread reactions. The advertisement quickly became a talking point online, generating significant attention before the brand subsequently removed the campaign.

Following the backlash, GIVA issued an apology, acknowledging the concerns surrounding the advertisement and expressing regret over the sentiment it may have caused. The episode highlights how quickly advertising campaigns can become subjects of public debate in the age of social media, where creative messaging is instantly scrutinised by audiences.

The incident also serves as a reminder for brands to carefully balance creativity with cultural sensitivity, particularly during festivals that carry deep emotional and traditional significance. While the controversy may have put GIVA in the spotlight, the brand’s decision to take down the advertisement and publicly apologise reflects an attempt to address the concerns and move forward.