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Indian jewellery brand GIVA has removed its Raksha Bandhan ad for the Hindu festival featuring Kriti Sanon in the lights of controversies and backlash surrounding the actress' outfit.
In a statement, posted on its social media pages, the brand said that their aim was not to "hurt the sentiments of some segments of society" and have withdrawn the ad.
The ad showed Kriti celebrating the Hindu festival in which sisters tie a thread called "Rakhi" over their brothers' wrists.
Jewellery brand breaks silence amid Kriti Sanon scrutiny
"We have the highest regard and deep respect for Indian culture, traditions and festivals. As a brand, we have always believed in celebrating these joyous moments with the entire family and this time we wanted to extend the love and celebration to our pets."
The statement added, "If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all. Out of respect, we have withdrawn the said advertisement from all media. Wish you all the love & positivity this festive season!"
In the advertisement, Kriti wore an Indo-Western ensemble featuring a bralette-skirt combo with a cape and tying a Rakhi to her brother and pet dog.
Why was the Raksha Bandhan ad controversial?
The video led to an uproar with many criticising her choice of clothing during a traditional festival and some even objecting to her tying a Rakhi on a dog.
Addressing the backlash and trolling, Kriti said on Tuesday night that "culture and traditions are in a woman's heart, not in her neckline".
She also reacted to the backlash of her tying Rakhi to her pet, noting that though the festival traditionally celebrates the bond between a brother and sister, its spirit was about protecting loved ones, which, for her, included her sister and her pet.
Echoing the backlash, actress turned BJP MP Kangana Ranaut described Kriti's outfit as "intentionally creepy" in an Instagram post.
Rahul Gandhi speaks out in support of Kriti Sanon
Meanwhile, the Heropanti actress also received support, as Congress MP Rahul Gandhi said that it is a woman's choice what she wears, does or where she goes.
"What a woman wears, what she does, and where she goes is her choice. Stop trolling women for exercising their freedom," he wrote on Instagram.
