Using a vox pop format, the campaign features real-time reactions, capturing unscripted conversations and emotional responses, as the brand seeks to spark authentic engagement with a younger audience while reiterating its core message that mothers are to be celebrated
Bengaluru: Jewellery brand GIVA is approaching Mother’s Day with an interactive campaign, encouraging young people to call their mothers and share a secret, to participate in it. The initiative is part of the larger ‘GIVA for Every Mother’ campaign aimed at engaging audiences in a personal and relatable manner. Using a vox pop format, the campaign features real-time reactions, capturing unscripted conversations and emotional responses to its ‘secret’ mission.
Resha Jain, Chief Brand Officer, GIVA, says, “The overall objective behind this activity is to spark authentic engagement with a younger audience while reiterating our core message – that mother figures, in all their forms, deserve to be celebrated meaningfully.”
All participants who make calls and complete the dare receive a piece of GIVA’s 925 silver jewellery. This gesture ties the emotional experience directly to the product, reinforcing gifting as a meaningful expression. The campaign highlights the universal truth that even in close relationships, unspoken thoughts persist, creating a strong point of connection.
The brand links this insight to its products by positioning its jewellery as a way to commemorate these personal moments. A special Mother’s Day curation, featuring gold and lab-grown diamond jewellery, has been launched alongside. Attractive offers were introduced to encourage gifting, especially among new buyers. According to GIVA, the campaign is already showing signs of boosting purchase intent and increasing average order value.
“The campaign was designed to drive both emotional resonance and measurable impact,” Jain states. “Through videos with story-telling, influencer collaborations and on-ground activations, we expect a significant uptick in brand recall, sentiment and meaningful gifting.”
The campaign is also seen as a way to bridge generational gaps and position GIVA as a brand that supports contemporary yet emotionally-driven gifting. With increased visibility during the seasonal period and heightened consumer interaction, the brand expects a rise in customer engagement and sales.
Looking ahead, GIVA plans to extend this emotionally grounded story-telling to upcoming campaigns, including its Rakhi marketing. The brand will continue to blend content and commerce, aiming to make gifting a more intentional and memorable act.
GIVA recently launched its 200th store in the country, and plans to expand its retail network further, across India and into international markets.
Written by Achal Chaubey
Retail Jeweller India Exclusive
