New Delhi, Aug. 29 -- Jewellery brand GIVA on Saturday clarified why it withdrew its Rakshabandhan advertisement featuring actor Kriti Sanon, saying the decision was driven by concerns over the safety of its on-ground employees and stores rather than a change in its position on the campaign's message.

Addressing the controversy on Instagram, GIVA founder Ishendra Agarwal said that there had been a perception that the company had backed away from the campaign and its message following the backlash.

Agarwal said the brand's belief in the campaign's intent "remains unchanged". According to him, the advertisement was created in collaboration with Sanon and was intended to celebrate Raksha Bandhan as a festival that brings families together....