The brand’s ad featuring actor Anushka Sharma follows three generations of women sharing a piece of LGD jewellery, symbolizing continuity and blessings. The narrative aims to present LGDs not as a replacement for gold, but as a re-imagined expression of traditional gifting
Bengaluru:Ahead of Akshaya Tritiya, fine jewellery brand GIVA has launched a new campaign featuring actor Anushka Sharma, centred around the idea of lab-grown diamonds (LGDs) as meaningful gifts for all festive occasions. Traditionally associated with gold purchase, Akshaya Tritiya is viewed as an auspicious occasion for investing in gold assets for prosperity. GIVA’s campaign reframes this tradition by positioning LGDs as equally significant carriers of emotion and legacy.
The ad follows three generations of women sharing a piece of LGD jewellery, symbolizing continuity, love and blessings. The narrative aims to present LGDs not as a replacement for gold, but as a re-imagined expression of traditional gifting. GIVA’s brand ambassador Anushka Sharma, the face of the campaign, narrates a story that links intention with inheritance, inviting viewers to rethink what makes a gift timeless.
“We’re not asking consumers to give up on tradition, we’re simply inviting them to redefine it on their own terms,” said Resha Jain, Chief Brand Officer, GIVA. “By equating LGDs with blessings, much like gold, we’ve rooted the campaign in deep emotion.”
The brand’s creative direction draws from consumer insights that indicate a growing interest in sustainable and meaningful jewellery, particularly among younger women. The campaign leverages these insights to position LGDs as not only visually similar to natural diamonds, but also aligned with evolving values around conscious consumption and legacy.
Sharma’s involvement in the campaign was integral to its emotional tone and cross-generational appeal. “She brought warmth and authenticity to the message that blessings can be passed on consciously, through gifts that sparkle with both meaning and responsibility,” Jain added.
Beyond Akshaya Tritiya, GIVA plans to continue building awareness around lab-grown diamonds through educational initiatives, personalized gifting experiences and trust-based story-telling. The campaign reflects GIVA’s broader philosophy of blending modernity with tradition, encouraging consumers to see jewellery not just as ornamentation, but as a vessel for emotional significance and conscious choice.
GIVA, started as a D2C online jewellery brand in 2019 by Ishendra Agarwal, Nikita Prasad and Sachin Shetty, initially focused on affordable silver jewellery and accessories. The brand now plans to significantly scale its offline presence with the launch of over 500 retail stores, according to Jain. This expansion aligns with GIVA’s entry into the lab-grown diamond segment and men’s jewellery category.
Written by Achal Chaubey
Retail Jeweller India Exclusive
