Weathering outrage in India's new culture wars
The backlash to GIVA’s Raksha Bandhan campaign is only the latest in a string of brand controversies around religion, culture and identity.
For the last few days, I have been getting messages from friends asking me if the GIVA Raksha Bandhan ad was a deliberate ploy to create controversy and get eyeballs. It is an innocent enough question and could have been answered with one word but considering that it seems to be on the minds of many people, a longer, more calibrated response feels appropriate.
For those unfamiliar with the matter, GIVA, a relatively young jewellery brand in India, recently launched a Raksha Bandhan campaign featuring Bollywood actor Kriti Sanon. The light-hearted ad was meant to highlight the evolution of the festival that celebrates not only the bond between brothers and sisters, but also ties with loved ones, including pets.
But then rumblings from the right wing began on social media about the cultural appropriateness of the outfit worn by Kriti in the ad. An actor-turned-politician amplified this groundswell of opinion, and the resulting backlash questioned not just the actor’s clothes, but the inclusion of a pet in the celebration. In response to escalating criticism and alleged threats of violence, GIVA withdrew the ad, even if it subsequently extended support to its brand ambassador and stood by the essence of the campaign.
