Makers of Kriti Sanon’s jewellery commercial have removed it from broadcasting platforms after receiving heavy criticism on social media.
In a statement shared on Instagram, GIVA on Wednesday apologised if the campaign had unintentionally offended anyone and announced that it had been removed from all media platforms.
“We sincerely apologise for the advertisement. If our recent advertisement has inadvertently hurt the sentiments in some segments of society, that was not intended at all. Out of respect, we have withdrawn this advertisement from the media. We wish you all love and positivity this festive season,” the company said.
However, Kriti on Tuesday argued that festivals are defined by their emotions and traditions, and not by the clothing.
Sharing her thoughts on the criticism, Kriti took to Instagram on Tuesday and posted a story, writing, “The essence of festival is not in the clothes you wear. It is in the emotions and meanings you hold for the celebration. Raksha Bandhan is a bond of protection. My sister and I tie rakhi to each other.”
Further explaining how the festival is celebrated in her family and adding that the bond of protection is not merely limited to brother-and-sister relationships, she wrote, “We know we can protect each other no less than a brother we have. We pray for each other’s health, happiness and long life, and for us this prayer and promise extends to our dogs too. After all, they are family.”
She concluded by saying, “Also, when will we stop telling women what to wear? I think fashion has evolved over the years, but still a woman’s respect is measured in the culture by just her clothes?”
Fellow actor and BJP MP Kangana Ranaut also took a dig at the advertisement, questioning the decision to celebrate Raksha Bandhan in an outfit that she described as a bikini.
The controversy continues to draw attention on social media, particularly after GIVA announced the removal of the commercial.