The controversy began after a section of users objected to Kriti’s outfit in the ad
Latest News
4 Articles
Kriti Sanon’s Giva rakhi ad removed amid controversy
From impressions to attention, marketers rethink what makes an ad work
As consumers move between television, CTV, YouTube, Instagram, mobile and the open web, marketers are questioning whether impressions and reach are st...
When brand message gets lost in the look: GIVA’s Rakhi campaign sparks debate
The ad drew flak for the actor’s Indo-Western styling in a rakhi campaign, but many defended it by calling it a contemporary expression
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From Tota's startup jargon to SRK's Hyundai homecoming, this week's ads prove substance still beats style, even when the style is dazzling
Campaigns, Awards & Events
Furever Sibling
Oct 2023
A Raksha Bandhan campaign celebrating the evolving definition of siblinghood by including pets.
Furever Sibling: The Pawfect Bond, Crafted in Silver
Aug 2023
GIVA’s Raksha Bandhan campaign featuring Kriti Sanon promotes the idea of siblinghood extending to pets, launc...
Furever Sibling: The Pawfect Bond, Crafted in Silver
Aug 2023
GIVA’s Raksha Bandhan campaign featuring Kriti Sanon aims to expand the idea of siblinghood to include pets, p...
Giva Rakhi Advertisement
Aug 2023
Giva's Raksha Bandhan advertisement featuring Kriti Sanon was removed amid controversy over its portrayal of t...
AI Insights
AI
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Controversial Advertising. GIVA's Rakhi campaign featuring Kriti Sanon sparked debate over cultural representation in advertising, indicating the brand's engagement with contemporary themes.
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Consumer Reactions. The mixed reactions to the ad reflect a broader trend in consumer expectations for authenticity and cultural sensitivity in marketing.
FAQs
AI
GIVA is known for its contemporary jewelry designs that blend traditional aesthetics with modern trends.
Kriti Sanon is currently the brand ambassador for GIVA.
The controversy involved Kriti Sanon's outfit in a Rakhi advertisement, which some users found inappropriate, while others defended it as a modern expression.
GIVA aims to connect with consumers through contemporary themes while navigating cultural sensitivities in its advertising campaigns.
GIVA primarily targets young consumers looking for stylish and contemporary jewelry options.
AI-assisted summary, reviewed by our newsroom
AI
GIVA recently faced controversy over a Rakhi advertisement featuring Kriti Sanon, which drew mixed reactions regarding her outfit. The debate highlighted the challenges brands face in balancing contemporary expressions with traditional expectations in advertising.
Key Executives
1 People
KS
Kriti Sanon
Brand Ambassador