The brand will leverage the actor’s strong understanding of fashion, culture and aspirational young audiences as it enters its next phase of growth
Bengaluru: GIVA has announced actor Kriti Sanon as its brand ambassador and the face of a new silver-focused advertising campaign. Meanwhile, the actor has also become a strategic investor in GIVA, marking a significant milestone in the company’s growth journey.
The announcement signals a deeper long-term association between the actor and the brand. Beyond capital, her association with GIVA will extend across brand-building, collection design inputs, and consumer engagement, leveraging her strong understanding of fashion, culture, and aspirational young audiences as the brand enters its next phase of growth. The new campaign launched with Sanon is ‘Style, Sealed in Silver’, an ad film that reflects how consumers wear jewellery not only for occasions, but as part of their identity, mood and personal style. The film moves away from occasion-led jewellery communication. It presents silver as a choice – worn, gifted and defined by quality.
Speaking about the collaboration, Kriti Sanon said, “I have always believed that the jewellery you wear everyday says something about who you are, and GIVA understands that beautifully. The brand reflects the confidence, individuality and self-expression that modern women resonate with today. This is not just a campaign for me, it is a genuine belief in what GIVA is building.”
GIVA has stated that the partnership is based on alignment and shared values. Kriti Sanon represents the GIVA consumer. From her National Award-winning performance in ‘Mimi’ to films such as ‘Crew’ and ‘Teri Baaton Mein Aisa Uljha Jiya’, her work reflects choices that align with the brand’s direction in a market led by gold jewellery.
Speaking of the association, Ishendra Agarwal, Founder, GIVA said, “From one store to 300+, every step of GIVA’s journey has been about one thing: building something real. Kriti choosing to represent GIVA is a reflection of how far this brand has come. She is not just the face of the brand, she is a partner in where we are going, bringing the same energy, authenticity, and ambition to GIVA that she brings to everything she does. Over the years, GIVA has grown into something we’re deeply proud of, a brand that millions of Indian women have made their own. Kriti becoming part of that story feels like a powerful new chapter for us.”
The campaign will be released across digital, OTT, and other platforms, with activations across GIVA’s stores, e-commerce platforms, and social channels.
GIVA entered the jewellery market with certified silver jewellery and expanded into gold and lab-grown diamonds, while continuing to focus on access and pricing. In 2022, GIVA opened its first offline store in Bengaluru, and its retail network has since expanded.
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