business π GIVA pulled Kriti Sanon ad over safety risks
Jewellery brand GIVA withdrew its Rakshabandhan ad featuring Kriti Sanon due to threats to its retail staff and outlets. This decision was made after offline escalation near physical stores created an unsafe environment for frontline workers. The ad, which showed Sanon in Indo-Western wear, faced backlash for challenging traditional festivities. GIVA took the ad down on August 26th, citing respect for public sentiments and risk management. The company will now focus on securing its store locations while continuing brand narratives. π