New Delhi, Sept. 1 -- There was a time when the worst thing that could happen to an ad was that nobody noticed it. Now, the real danger is being noticed by the wrong people. Giva, the D2C jewellery brand, has just demonstrated why. It withdrew its Raksha Bandhan ad featuring actor Kriti Sanon after criticism of the outfit she wore in it.

Actor and Bharatiya Janata Party MP Kangana Ranaut called the ad "intentionally creepy" and questioned why anyone would tie a rakhi "in your bikini/undergarments". Kriti Sanon defended the ad, arguing that culture lives in sentiment rather than in a neckline. Giva nevertheless pulled it, accompanied by the now-customary assurance that it has the highest regard for Indian culture and never intended to hur...