The campaign targets the underpenetrated men’s gifting segment, and reflects the brand’s category expansion strategy
Bengaluru: Silver jewellery brand GIVA has launched its new campaign, ‘Men Want Gifts Too’, featuring actor Aditya Roy Kapur as the face of its GIVA MEN silver line, as it looks to tap into the underpenetrated men’s gifting segment.
The campaign is built around repositioning men as recipients within a category traditionally centred on women. It was seeded through the social media hashtag #ChahiyeKyaLadkonko, inviting users to share gifting preferences, with responses shaping the campaign narrative and signalling growing openness toward jewellery consumption among male consumers.
The campaign film features Aditya Roy Kapur reflecting on how men often see others receiving gifts while quietly wishing for similar gestures, before being gifted a GIVA MEN silver piece by his partner, reinforcing the emotional and aspirational appeal.
Ishendra Agarwal, Founder, GIVA, said, “At GIVA, we have always believed that jewellery is for everyone. For too long, men have stood on the sidelines of gifting culture, admiring what their friends received, quietly wishing someone would think of them. When we asked #ChahiyeKyaLadkonko on social media, India answered louder than we expected. ‘Men Want Gifts Too’ is our way of saying: it’s your turn. Our men’s silver collection is crafted for the modern man – understated, confident and worth celebrating. We couldn’t think of anyone better than Aditya Roy Kapur to embody exactly that spirit.”
The GIVA MEN silver collection includes chains, rings, bracelets and ‘kada’ designs crafted in 925 sterling silver, positioned within the accessible premium segment to drive adoption among younger consumers.
The campaign reflects a category expansion strategy, where unlocking new consumption occasions and audiences becomes critical for growth. By integrating social listening with story-telling, the brand is building relevance for men’s jewellery as a lifestyle and gifting category rather than a niche segment.
The move also aligns with broader shifts in consumer behaviour, where younger audiences are embracing self-expression, premium fashion, and non-traditional gifting formats, prompting jewellery brands to diversify beyond legacy segments.
GIVA, which entered the market as a digital-first silver jewellery brand, has since expanded into gold and lab-grown diamonds and scaled its omnichannel presence. The company now operates over 150 retail stores across India alongside a strong online platform, reflecting its rapid offline expansion since opening its first store in Bengaluru in 2022.
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