The company says the new ‘Glow in Motion’ range, produced using CNC cutting technology, allows jewellery pieces to reflect light from multiple angles and evolve in appearance with motion
Bengaluru: GIVA has launched a multi-platform marketing campaign featuring actor Barkha Singh to support its new jewellery collection, ‘Glow in Motion’. The initiative forms part of the brand’s ongoing focus on expanding its silver jewellery portfolio and strengthening omnichannel consumer engagement.
The campaign includes a television commercial built around a heist-style narrative, with Singh as the central character. Fast-paced story-telling and music are used to highlight the collection’s design elements, particularly its interaction with movement and light.
The Glow in Motion range is crafted in 925 sterling silver and produced using CNC cutting technology, which the company says allows pieces to reflect light from multiple angles and evolve in appearance with motion. The collection includes everyday-wear necklaces, earrings, rings and bracelets.
According to GIVA, the campaign is being rolled out across television, digital platforms, outdoor media and retail touchpoints. In-store displays have also been updated with dedicated visual merchandising for the collection.
Commenting on the campaign, Resha Jain, Chief Brand Officer, GIVA, said, “As we kickstart the new year with Glow in Motion, we’re excited to bring a collection that reflects how women today truly live — expressive, dynamic and constantly evolving. We wanted to create jewellery that doesn’t just sit on you, but responds to light, moves with you, and becomes part of your everyday rhythm. Barkha embodies this spirit beautifully, making the collection both aspirational and deeply relatable.”
The launch of Glow in Motion aligns with the brand’s broader strategy to scale its retail footprint and reinforce its positioning in the organized silver jewellery segment through design innovation and structured marketing.
In 2019, GIVA began its journey with 925 sterling silver jewellery and has since diversified into gold and lab-grown diamond jewellery. Today, the brand retails through 280+ physical stores across India through a franchise-led model, along with its own online e-commerce platform.
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