Featuring digital creators and supported by influencers through store activations, #AmiHeer combines online and offline engagement to connect with customers
Bengaluru: Heer, the gold and lab-grown diamond brand from GIVA, has launched its first campaign, #AmiHeer, highlighting the mutiple roles of the modern woman. The campaign aims to position Heer as jewellery that reflects and supports the identity of women across different spheres of life.
Breaking from traditional advertising approaches in jewellery, Heer by GIVA has adopted an influencer-first strategy. The campaign features creators driving the narrative on digital platforms and is supported by 200-300 influencers through store-based experiences. This approach allows the brand to build its story in an interactive way.
Inspired by the multiple forms of Devi Durga, #AmiHeer highlights the modern woman as she navigates multiple roles. Heer is presented as jewellery that honours individuality and reflects each role she performs. The campaign is supported through ATL and BTL activations, including hoardings, dedicated sections across 130 GIVA stores, and CGI-led digital content.
Resha Jain, Chief Brand Officer, GIVA, said, “Just like the Goddess has multiple avatars, today’s woman embodies many roles – daughter, sister, mother, boss, fighter, dreamer. With #AmiHeer, we wanted to celebrate this spirit and move beyond transactional communication this festive season to create a narrative that resonates emotionally. The campaign is a tribute to women in all their roles and journeys, positioning Heer not just as jewellery, but as her divine sparkle, an extension of her identity and individuality. By leading with an influencer-first approach, we’re ensuring Heer becomes part of her celebrations in the most authentic way.”
Ishendra Agarwal, Founder, GIVA, added: “The launch of Heer represents GIVA’s commitment to building a dedicated brand in the gold and lab-grown diamond category, one that brings modern, design-led and sustainable luxury to today’s modern consumer. Our first campaign, #AmiHeer, embodies the brand’s ethos of celebrating individuality, while also showcasing our differentiated approach that fuses digital-first storytelling with on-ground community activations.”
With this campaign, Heer by GIVA aims to establish its identity in India’s jewellery market through story-telling, innovative engagement formats, and community participation.
In 2019, GIVA began its journey with 925 sterling silver jewellery and has since diversified into 14K/18K gold and lab-grown diamond jewellery. Its retail network has grown quickly with brick-and-mortar expansion as well as strategic partnerships with multiple e-commerce and quick commerce sites. Today, the brand retails through 240+ physical stores across India through a franchise-led model, along with its own online e-commerce platform.
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