Kriti Sanon has been in the news over her attire in a Raksha Bandhan advertisement, and as the backlash intensified, jewellery brand GIVA eventually pulled down the campaign. The brand has now issued a statement explaining the decision and reaffirming its stance on the campaign’s intent.

Jewellery brand issues statement

GIVA has issued a statement addressing the backlash surrounding its Rakshabandhan campaign featuring Kriti Sanon and the perception that the brand did not stand by the campaign or its message. The note read, “I have been following the conversations around our Rakshabandhan campaign with Kriti and particularly the perception that we did not stand by the campaign or the message behind it. I want to be clear. Our belief in the intent behind the campaign remains unchanged. The campaign was created in close collaboration with Kriti and reflected a shared belief in celebrating Rakshabandhan in a way that brings families together. We remain fully aligned with Kriti on the intent and spirit behind the campaign.”