In the ad film, while most mothers unwrap presents from lookalike brands like ‘Abibas’, ‘Niku’, ‘Gukki’ and ‘Channel’, one mother receives a GIVA gift and the difference is instantly recognizable
Bengaluru: Silver jewellery brand GIVA has launched a playful and sharply relatable Mother’s Day campaign that takes a humorous dig at the world of “almost-brands” to spotlight one clear truth, when it comes to gifting, nothing quite matches GIVA silver.
Built on a simple yet striking insight, that every mother receives plenty of gifts – but only a few truly stand out, the campaign film brings to life a clever narrative. While most mothers unwrap presents from lookalike, tongue-in-cheek brands like Abibas, Niku, Gukki, and Channel, one mother receives a GIVA gift and the difference is instantly recognizable.
Resha Jain, Chief Brand Officer, GIVA, said, “Mother’s Day has increasingly become about routine gifting, things that are convenient but not necessarily meaningful. With this campaign, we wanted to bring back the joy of giving something that truly stands out. By using humour and cultural cues like ‘Abibas’ and ‘Gukki’, we’re highlighting a very real behaviour, we often settle for ‘close enough’. GIVA represents the opposite. It’s a gift that feels special, lasts long, and creates a genuine emotional moment. That’s what we wanted to celebrate.”
The contrast is both humorous and telling. Where the others evoke polite smiles, the GIVA gift sparks genuine joy, reinforcing the idea that thoughtful, high-quality gifting always stands apart.
At the core of the campaign is GIVA’s proposition of silver jewellery that is not only contemporary and stylish but also enduring — a gift that lasts, much like a mother’s love. By blending wit with emotional relevance, the brand positions itself as the ultimate choice for meaningful gifting this Mother’s Day.
The campaign also reflects GIVA’s larger brand philosophy: making fine jewellery accessible, relevant, and deeply personal for modern consumers. By tapping into everyday observations and turning them into engaging storytelling, GIVA continues to build strong cultural resonance, especially during key gifting moments.
GIVA entered the jewellery market with a focus on silver jewellery and later expanded into gold and lab-grown diamonds in 2023. In 2022, the brand opened its first offline store in Bengaluru and has since increased its retail presence across multiple locations.
Retail Jeweller India News
