‘Physical safety of on-ground staff…’: Why jewellery brand GIVA pulled Kriti Sanon Rakshabandhan ad, founder explains

Jewellery brand GIVA made the decision to withdraw its Rakshabandhan advertisement featuring actress Kriti Sanon. This move was driven by concerns regarding the physical safety of the on-ground staff involved in the campaign.

Founder’s statement on employee safety

The company’s founder clarified that protecting the employees working in the field was the primary reason for pulling the ad. This decision reflects the brand’s strong commitment to ensuring the well-being of its team during promotional activities.

Challenges in promotional safety during festivals

The withdrawal of the advertisement highlights the challenges that brands often face in maintaining safety for staff amid active promotional campaigns, especially during busy festival seasons like Rakshabandhan.

Despite featuring a prominent celebrity such as Kriti Sanon, GIVA prioritized the physical safety of its staff over continuing the campaign.

Key Takeaways

• GIVA withdrew its Rakshabandhan ad featuring Kriti Sanon due to safety concerns.
• The founder emphasized protecting on-ground employees as a priority.
• The decision reflects broader challenges brands face during festival promotions.
• Staff safety was prioritized over celebrity endorsement benefits.