As ads enter ChatGPT, Gemini, and Copilot, Indian creative leaders say the brief must plan for what a brand says after the ad ends
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The ad after the ad: Are brands now designing for the conversation?
Kriti Sanon’s Giva rakhi ad removed amid controversy
The controversy began after a section of users objected to Kriti’s outfit in the ad
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
Hit or Miss: The week in ads
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
Raksha Bandhan campaign
Aug 2025
A campaign featuring actor Kriti Sanon that drew criticism over its styling and interpretation of the festival...
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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Evolving Advertising Landscape. The controversy surrounding GIVA's ad reflects a broader trend in advertising where brands must navigate consumer expectations and cultural sensitivities more carefully.
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Controversial Campaign. GIVA's Rakhi campaign featuring Kriti Sanon received mixed reactions, with some praising its contemporary approach while others criticized the outfit choice.
FAQs
AI
GIVA is known for its contemporary jewelry designs, particularly in the Indian market.
The controversy arose from Kriti Sanon's outfit in the ad, which some users found inappropriate for the traditional festival.
The public reaction was mixed, with some defending the ad as a modern expression while others criticized it for straying from tradition.
The Rakhi festival is significant for GIVA as it represents an opportunity to connect with consumers through culturally relevant advertising.
GIVA is adapting its advertising strategies to engage consumers across various platforms, reflecting the changing dynamics of media consumption.
AI-assisted summary, reviewed by our newsroom
AI
GIVA recently faced controversy over its Rakhi campaign featuring Kriti Sanon, which sparked debate regarding the appropriateness of her outfit. Despite the backlash, some defended the ad as a modern interpretation of tradition, highlighting the ongoing conversation about brand messaging in advertising.
Key Executives
1 People
KS
Kriti Sanon
Brand Ambassador